Ikea has reportedly appointed VCCP to handle its UK advertising account after a review of the business. The move follows incumbent agency Mother declining to repitch for the account.

VCCP is said to have beaten VML and Adam & Eve/TBWA in the final round of the pitch process. McCann and AMV BBDO were also involved earlier in the review.

Mother has handled Ikea’s UK advertising business for the past 16 years and is credited with creating some of the retailer’s most recognisable campaigns, including “The Wonderful Everyday.” Although it declined to repitch, the agency will continue working on the account until August 2026, which marks the end of Ikea’s financial year.

VCCP is expected to continue with the brand platform for the foreseeable future. Ikea’s customer marketing account remains with Rapp.

A review of the retailer’s media business, which is held by Dentsu’s iProspect, is still ongoing. The latest agency changes come as Ikea continues shifting away from large out-of-town warehouse stores.

The company is focusing more on compact city locations that are easier to access, including new outlets in London and other European hubs. The change reflects a broader move in Ikea’s retail strategy as it adapts to changing shopping patterns.