Swedish furniture manufacturer Ikea has launched a review of its creative account.
Mother, which has had the business since 2010, has been invited to repitch. The independent creative shop took over from BMB following a review.
A spokesperson for Ikea told Campaign: “In line with industry best practice, it’s important for our business to periodically evaluate our agency landscape.
“We can confirm that a number of agencies, including Mother, have been invited to take part in a pitch process for our lead creative account.”
Mother declined to comment.
In 2022, Ikea approached agencies about a possible creative review. Mother retained the business and has continued to create work for the retailer over the last three years.
Throughout the pair’s relationship, Mother has launched campaigns such as “Every home should be a haven”, which featured a number of muscly teddy bears, and “The hare”, which retold the story of The Tortoise and the Hare.
“Silence the critics” featured a diss track about someone’s home decor, and in 2023, it created a “Big blue bag” to build anticipation for the brand’s Oxford Circus store launch.
