Dentsu Impact & Dentsu Webchutney to create integrated team to service IKEA

The integrated team, comprising both agencies, will be set up to look after all aspects of the brand’s communication - from mainline to digital

e4m by Misbaah Mansuri
Updated: Sep 4, 2019 9:31 AM



Dentsu Impact, the creative agency of Swedish furniture retailer IKEA in India, and Dentsu Webchutney will create a single team to cater to the brand - not just for its creative needs but also digital - highly placed sources have told exchange4media.

While Dentsu Impact has been IKEA’s creative agency ever since its launch in India, Dentsu Webchutney will now be roped in to cater to the different touch-points of the brand, a source informed. An integrated team comprising both the agencies is being set up to look after all aspects of the brand’s communication - from mainline to digital.

exchange4media reached out to the brand and agencies but emails to IKEA, Dentsu Impact and Dentsu Webchutney remained unanswered until the time of filing this article.

The global furniture retailer opened its first India store spread across 400,000 sq ft in Hyderabad in the autumn of 2017. According to reports, the company will invest Rs 700 crore in the Hyderabad store.

Dentsu Impact bagged IKEA’s creative mandate in 2016 post an elaborate three-month-long pitch process that included multiple agencies across India. The account size, as per industry sources, is pegged to be around Rs 200 crore.

In India, Dentsu Aegis Network is supported through its global network brands - Carat, iProspect, Isobar, Posterscope, Vizeum, psLIVE, Amnet, MKTG – and Dentsu branded agencies - Dentsu Creative Impact, Dentsu Marcom, Dentsu Communications, Dentsu Media, Taproot Dentsu and Dentsu Webchutney. Also newly added to the group are the recently acquired local brands - Milestone Brandcom, WATConsult and Fountainhead.

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