PLYMOUTH MEETING, PA: Ikea has retained Lippe Taylor as its corporate agency partner following a competitive review.
The company decided to issue an RFP about five months ago to reassess the business' needs, said Mona Astra Liss, corporate PR director for Ikea. Lippe Taylor was the incumbent agency.
“Our needs had changed from when we first sought a corporate PR agency,” she explained. “We had a much stronger focus on brand business and on social and environmental developments for Ikea both globally and in the US.”
Liss added that the company also realized the importance of social media and wanted to bolster its efforts in that area.
After a “very, very thorough search” that involved "12 large, if not global agencies,” Ikea selected Lippe Taylor because the firm changed its internal structure to fit Ikea's new corporate needs, Liss said.
Lippe Taylor's responsibilities will include “CSR, brand business, strong consumer focus, social and environmental work, and the social and digital world,” said Liss.
The agency will handle consumer PR when the work is related to the brand, and it will offer financial communications services, as well. Social media is a “collaborative effort” between Lippe Taylor and Ikea's marketing divisions, Liss explained.
Ketchum handles product PR for Ikea.
Liss said Ikea wants Lippe Taylor to help the company reach influencers, such as bloggers and non-governmental organizations.
“We want to be in the conversation when people are talking about home furnishings and really strong social and environmentally conscious businesses,” she said.
Ikea initially selected Lippe Taylor as corporate AOR in 2007 to handle the company's corporate branding, CSR, and crisis communications. The agency also worked with Ikea to refresh the brand.
Ikea's previous corporate AOR for 12 years was Lime Public Relations & Promotion.