Ikea hires Lavender

Ikea has appointed creative agency Lavender to launch and run its loyalty program Ikea Family, following a competitive pitch.

The customer loyalty program, new to Australia, offers member benefits such as discounts and access to exclusive product lines.

Lavender will launch the program in August, which will be supported by a campaign featuring digital and social media and offline in-store promotion targeted at existing Ikea customers.

"Social media is also key to the overall campaign execution," Lavender planning director Victoria Curro said.

Ikea retains MediaCom for media buying and Match for media planning and digital duties, while Host is Ikea's creative agency.

As revealed by AdNews [23 April 2010, page 6] Ikea recently appointed Vodafone head of consumer acquisition Rebecca Darley as its country marketing manager to replace Cass Hall who left the furniture giant after 10 years with the company.

Story by AdNews.