IKEA Canada is formalizing and expanding a relationship with Pigeon Brands, making it the retailer’s activation agency.

The assignment didn’t come from an RFP, but is instead built on seven years of collaboration between IKEA Canada and Pigeon. During that time, the agency has created brand building and ROI generation programs via direct marketing initiatives through flyers, as well as 360-degree marketing campaigns including “Green Friday,” “Reasons to Visit Online” and, most recently, the launch of the IKEA Business Network program.

Ania Russocki, general manager of Pigeon Brands Toronto, tells strategy becoming IKEA’s activation agency announcement is a natural culmination of the longstanding relationship, and that it’s being rewarded because of its track record. While that relationship began with flyers, Russocki says it has evolved more 360-degree marketing and digital.

It also represents an evolution Pigeon has been going through. Prior to joining Pigeon, Russocki says her own perception was that the shop was a packaging-first agency. But she says that others, like VP of strategy Zeb Barrett, who joined the team this past summer, recognized that everything Pigeon does is around brand strategy and thinking, not just packaging.

Activation work for IKEA is coming this quarter, and there will be much more in 2023 in terms of digital delivery. The latter is going to “expand dramatically in the new year,” Russocki says. Pigeon will be upstaffing to handle the assignment, but it’s too soon to tell to what extent.

“We are actively looking to how to beef up our creative team, and are assessing the volume of work,” she says.

As IKEA evolves its business, Russocki says the retailer also wants its agencies to play in the sandbox together, and partnerships are grounded in promoting a collaborative environment with all agency partners. Those include lead creative agency Rethink, loyalty agency Wunderman Thompson and media agency Carat.