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Ikea Media Dentsu Group

Ikea eyes the ‘best agency partner’ from €400m global media review

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By Seb Joseph, News editor

March 2, 2016 | 2 min read

Ikea has launched a global review of its media relationships, worth an estimated €400m.

The Swedish furniture seller currently spreads its media accounts across five different holding companies, according to reports. WPP’s MEC works with the business in the US, while Dentsu Aegis Network has the business in the UK. In Asia, Ikea works with Vizeum in Singapore, Thailand and Malaysia.

The review, which Ikea said is customary, is being handled by ID Comms and will see the retailer work with its incumbent agencies in each local market during the process.

In a statement it added: "As part of our commitment to the ongoing improvement of our media and marketing governance, IKEA periodically evaluates all marketing service suppliers to ensure we maintain the best working relationships with the best agency partner. Ikea is currently in the process of reviewing its media agency suppliers globally.

The business has spent the last five years putting in place a holistic customer strategy that has seen its marketers planning around traditional versus digital dynamics and instead foster a content plan that allows it produce branded comms more regularly.

Ikea Media Dentsu Group

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