IKEA appoints CHE Proximity as new creative agency; ends partnership with The Monkeys
August 29 2019, 11:33 am | | 6 Comments
Swedish retail brand, IKEA today announced it has awarded its creative strategy account to CHE Proximity. The business was won after a competitive pitch. The first campaign led by the agency launched in market on 28th August. The account was previously held by The Monkeys.
Says Flora Li, commercial manager for IKEA Australia: “The combination of CHE Proximity’s strategic insights and purpose-led creativity was a great match and we hope will allow us to give our consumers more ways to engage with us. They brought a unique perspective to the pitch process and we look forward to a long partnership with them.”
Says David Halter, chief strategy officer, CHE Proximity: “When we opened CHEP in Sydney ‘IKEA’ was on our new business wall as a brand we wanted to work on. To win this pitch is a career highlight for us all. IKEA is one of the world’s most iconic purpose-led companies and it’s such a privilege to now be responsible for the brand in this market.”
6 Comments
https://www.youtube.com/watch?v=4776eMGdGNw
Congrats to CHE for win the business.
I can only hope their IKEA work improves.
This is a convoluted mess.
That work won them the business??? Is their ‘purpose’ to make really forgettable ads?
And that’s just the ad.
You didn’t even put up the work cos it is F#$king terrible! doesn’t even make sense.
Using the motherships (BBDO) mantra to open a clients ad. ‘Work, Work, Work.’
and before you say anything I know its ‘the work, the work, the work’ but trust me as a someone who worked there for a number of years it’s all Work, Work, Work.