Ikea Names Anita Santiago Hispanic Agency

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LOS ANGELES Ikea North America has tapped Anita Santiago Advertising to handle Hispanic marketing, the client said.

The independent shop in Santa Monica, Calif., won the business without a review. Anita Santiago is believed to be Ikea’s first Hispanic agency.

“We need to do a better job reaching that target,” said Rick D’Amico, a representative for Ikea in Plymouth Meeting, Pa., adding that the home furnishings retailer has done Spanish-language voiceovers and translations in its ads but has not had a concerted effort aimed at Hispanics.

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