IKEA appoints two agencies to handle global media account

IKEA has appointed two agencies to handle its global media account which is valued at an estimated £300m. 

Previously, the accounts were shared between five different holding companies – including WPP, Dentsu Aegis and Vizeum.  IKEA has now chosen to work with both GroupM and Dentsu Aegis, and each of IKEA’s local markets will be able to turn to either of the holding group’s agencies to handle their media buying.

IKEA said “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 partners.

“Ikea started this current global review process in April 2016 with the help of our strategic media consultancy partners, ID Comms, and our media audit partner, MediaPath. After our search and having received four very strong strategic proposals, we are pleased to announce we will be working with both GroupM and Dentsu Aegis.”

WPP’s GroupM includes Maxus, MEC, MediaCom and Mindshare while Dentsu Aegis operates Carat and Vizeum. Other brands who pitched for the work were IPG Mediabrands and Publicis Groupe.

It is understood that all IKEA offices across 30 markets will conduct media reviews before the end of the year.

Source : Insight DIY

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