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Ikea drops Karmarama, taps RBLM for U.K. biz

By Published on .

[London] Ikea has split with its U.K. creative agency, Karmarama, and appointed Danish agency RBLM, part of WPP Group's Grey Global Group, to handle the $12 million U.K. account, working with Naked Communications, London. The decision was made by Peter Hogsted, the new U.K. managing director who was until recently head of marketing at Ikea Denmark, where he used RBLM. RBLM worked with Karmarama on the current U.K. campaign, which focuses on a spoof movement called "elite designers against Ikea" that urges consumers to boycott the retailer. Karmarama's campaign for the opening of a new London store attracted three times as many customers as Ikea expected, leading to riots in the line and a number of people being taken to the hospital.
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