IKEA LAUNCHES OFFICE FURNITURE DIVISION
By Adnews Staff
Sweden-based IKEA officially introduced its office furniture division in Canada this fall. Called IKEA Business, the division has already designed and furnished offices for the Bank of Montreal, VOLVO, Escada and Kodak Canada. A national print campaign for the new division began in early September and will continue into the new year. Ammirati & Puris/Lintas of Toronto created the ads. Ammirati also handles IKEA's direct mail, while Roche Macaulay & Partners Advertising Inc. of Toronto deals with advertising for IKEA's line of household furnishings. IKEA Canada business manager Peter Keerberg told Adnews the company decided to hire Ammirati for the new division, because it wanted a different agency to target a different market. He said Roche is too focussed on IKEA's core business, which has a low price, do-it-yourself mentality. Such an image would not suit the office unit, Keerberg said, because it offers a full-service package.