IKEA puts its creative business up for review
By Abimbola Mohammed
Ikea, the global home furnishing giant, has put its US creative business up for review. The Swedish retailer is handling the review internally, according to reports.
Ogilvy is the current agency of record for Ikea’s US creative business, while WWP handles the account in other regions, including the Middle East.
In a statement, Ikea said, “We periodically evaluate all marketing service suppliers to ensure we maintain the best working relationships with the best agency partners.”
The review comes on the heels of Ikea’s recent decision to appoint Dentsu’s IKEA to put creative business up for reviewCarat as its US media agency, replacing Wavemaker, part of WPP’s GroupM, after a six-year partnership.
Ikea’s global agency relationships, including its partnership with McCann, which handles global brand marketing, will not be affected by the review. McCann was appointed in September 2023 to streamline Ikea’s messaging and consolidate its global marketing efforts.
According to data from MediaRadar, Ikea’s US measured media spending totaled $171 million in the first three quarters of 2024, down from $193 million in 2023.
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