Anna Crona, Director of Marketing said;
"We have very big plans for our brand and business in the UK and Ireland and want to have thebest creative partner on board to help realise our ambitions. We have known Mother for sometime and are excited about what they can bring to our business. Their creative work isexceptional, but just as important is their retail expertise and direct ways of working whichprovide the perfect cultural fit with IKEA."
Stef Calcraft, Partner at Mother said;
"IKEA is not only an iconic brand it is a truly inspiring business. It represents a treasure troveof creative opportunity and we are hugely excited at the prospect of combining Mother's fullrange of skills and talents with those of IKEA."
The appointment of Mother is part of IKEA’s ongoing review of its creative, digital and mediapartners. In October 2009 IKEA appointed Cake to handle its PR strategy and campaigns and inNovember 2009 IKEA awarded Vizeum its media buying and planning account.
Mother will start by developing work that will be launched early autumn 2010