Ikea to ditch Lida after seven years on loyalty business

ikea-mailingLida is set to lose its grip on the Ikea loyalty account – which it has held since July 2010 – following reports that the agency has been ditched from a pitch for the business, leaving Proximity and DigitasLBi in a head-to-head battle for the activity.
MRM Meteorite, whose chair and chief creative officer Nicky Bullard worked on the account while at Lida, has also failed to get through.
The move could make for an embarrassing night at this year’s DMA Awards; Lida’s work for Ikea is one of the most prominent on the shortlist at next week’s event.
Ikea Family was first launched by Quant Presky Maves in 2007 and was one of the first to shun points; instead it gives customers instore offers and discounts on a range of purchases, as well as free hot drinks.
The scheme has over 52 million members and operates throughout Europe, the Far East and the US. Even so, it is not available in all countries in which the retailer has stores, and many markets do not offer the same level of sophistication as the UK.
Whether Lida will lose the entire account is open for debate, however, given Ikea’s penchant for using a number of agencies, with Wunderman and OgilvyOne having handled different parts of the business over the years.
Quant Presky Maves – now known as Quant Marketing – still lists Ikea as one of its key clients. Ironically, it won gold at both the Data Strategy and DMA Awards in 2010, the same year Lida took over most of the UK business.
At the time the review was announced last month, an Ikea spokeswoman said: “This is a part of our commitment to the ongoing improvement of our media and marketing governance and in line with ambitions for complete digital integration. Ikea periodically evaluates all marketing service suppliers to ensure the best working relationships with our agency partners.”
The flatpack retailer is expected to decide between Proximity and DigitasLBi before Christmas.

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