Global force Anomaly wins major IKEA sustainability project

Is this the breakthrough year for Anomaly, the jewel in MDC Partners’ creative crown?

Anomaly has been on everyone’s radar for years now (it’s Ad Age’s current Agency of the Year). You can make the case that its breakthrough moment was the uncharacteristic dogs and horses Super Bowl spot for Budweiser but it now seems to be a real factor in global agency pitches.

Winning the seal of approval from IKEA is important in this context and now Anomaly has triumphed in a protracted pitch to “develop a global positioning campaign platform for corporate and consumer communication initiatives, with a focus on sustainability,” a three year project.

IKEA group global and marketing communications manager Claudia Willvonseder says: ”In Anomaly, we have found a creative partner that brings an integrated approach to our global and local communications work.”

The account will be led out of Anomaly Amsterdam. CEO and partner Engin Celikbas says: “We are truly inspired by IKEA’s commitment to create a better life for the many, and our team is looking forward to making a significant contribution to what is already an iconic brand.”

Anomaly Amsterdam ECD Fabian Berglund says: “To get to work with the company that founded the idea of democratic design is not just a great opportunity for Anomaly, but for me – as a Swede – it’s a dream come true.”

It’s not clear how this project will affect IKEA’s other agencies which include Mother and Forsman & Bodenfors (also now part of MDC). IKEA is arguably the world’s most proficient advertiser and its consistent choice of highly creative agencies with a mind of their own is a key part of that.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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