Swedish retailer Ikea UK’s and Irish operation has jappointed Omnicom as its CRM and digital agency account following a competitive pitch in a bid to increase efficiency through greater collaboration and streamlined processes.

The account will be led by Proximity London along with marketing specialist, Redwood and AMV BBDO’s social arm, XLab. As part of the appointment, they will aim to foster Ikea's strategies by facilitating a customer-centric and data-driven approach.

Laurent Tiersen, country marketing manager for Ikea UK and Ireland said: “We’re really excited to be working with Omnicom and we hope that their expertise will support our ambition to be leaders in life at home in the UK and Ireland.”

“Following their strong pitch, we have high expectations and we look forward to working with them in developing a strong brand and increasing engagement and activation amongst more people and new audiences.”

Joe Braithwaite, managing director at Proximity London added: “Winning Ikea has been like a dream come true for the entire group. From the word go, we felt that we had a great cultural fit with Ikea, their core values around collaboration, fun and customer centricity really gelled with our own. Importantly for us, their track record for producing fantastic work means that we can look forward to really pushing the creative agenda with them.”

Ikea recently assembled a budget da Vinci replica in an admocking expensive artistry.