Ikea has awarded Wunderman a major slice of business, handing the agency the task of running the international activity for its Ikea Family loyalty scheme, without a pitch.
The programme, first launched by Presky Maves in 2007, was one of the first to shun loyalty 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. However, 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.
Activity in UK and Ireland has been handled by Lida since 2010 and is unaffected by the Wunderman appointment.
But, with Wunderman boss Mel Edwards being part of the Lida team which originally scooped the business for the M&C Saatchi agency five years ago, there could be a few alarm bells ringing at Lida.
Another possible fly in the ointment is OgilvyOne, which was hired by Ikea in April to work on in-store and online experiences for the brand’s stores around the world.
Ogilvy nets Ikea shopping project
Ikea 360° tour to back ad blitz
Ikea Family told to get outside
Ikea plots major loyal card revamp
Ikea pushes True Blue Indian range
Ikea ‘Princess’ push goes digital
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