cf WSJ Feb 9
Ikea in the UK made an interesting move. they've hired their digital ad agency (the one they use for online advertising) to do off line advertising. it's interesting because so far off line ad agency have always been the "smart guys". Digital and online advertising weren't predominant. Now, because online ad allow so many things, including pre testing of campaigns, new forms of advertising, the online adgencies are getting the upper hand.
I don't really like the campaign however. it shows robots operating in a kitchen or having a marital-like dispute. Ikea is not so inspiring that it can project potential buyers into robots. well, i'm sure I did not get the message. The point is that online ad agencies are on the move!
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