CHE Proximity wins IKEA creative account

By Paige Murphy | 29 August 2019

CHE Proximity has been appointed as IKEA's creative agency of record.

The first campaign led by the agency launched in market on 28 August.

“The combination of CHE Proximity’s strategic insights and purpose-led creativity was a great match and we hope will allow us to give our consumers more ways to engage with us," IKEA Australia commercial manager Flora Li says.

"They brought a unique perspective to the pitch process and we look forward to a long partnership with them.”

David Halter, chief strategy officer at CHE Proximity, says IKEA has been a new business the Sydney agency has been wanting to work on for a while.

"To win this pitch is a career highlight for us all. IKEA is one of the world’s most iconic purpose-led companies and it’s such a privilege to now be responsible for the brand in this market," Halter says. 

The account, previously held by The Monkeys, went up for pitch earlier this year.

In a statement provided to AdNews at the time, a spokesperson from Ikea confirmed the account is under review.

"IKEA is currently undertaking a review of creative services. The review process is under way."

The Monkeys had been the creative agency of record for the Swedish furniture store since 2010, when it won the account in a competitive pitch up against Clemenger BBDO.

The Monkeys were behind campaigns such as The Best is the Everyday and The Best Toy Ever.

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