Ikea Names Anita Santiago Hispanic Agency

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.

Billings have not yet been determined. Ikea spent $40 million on general-market ads in 2003, according to Nielsen Monitor-Plus. Ikea’s lead agency is MDC Partners’ Crispin Porter + Bogusky in Miami.

Earlier this month, Ikea awarded creative duties for its Los Angeles market to independent Secret Weapon Marketing in Santa Monica. Anita Santiago has previously collaborated with Secret Weapon, D’Amico said.

“They’re a terrific bunch of people, they really understand the Hispanic market and they also understand how to reach women in innovative ways,” said D’Amico, referring to Anita Santiago.

Anita Santiago will handle creative, media and public relations. The shop’s first task is to create an event in the Los Angeles market for Cinco de Mayo. A full Hispanic campaign, which is likely to include TV, radio and print ads, is expected to break by fall, D’Amico said.

In addition, Ikea will roll out bilingual in-store signage, which was created in-house, by the end of the summer. The company also has created a Spanish-language version of its catalog.