Ingka Group, the parent company of IKEA’s largest retail operations, has commenced a fresh review of its global media agency partnership, putting one of the international retail sector’s major media accounts up for competitive pitch.

According to AdNews, the development follows an initial Request for Information issued by the group in March as it assessed the capabilities and requirements needed from a global media partner.

The latest Request for Proposal now moves the review into a more advanced stage, with agencies expected to compete for the opportunity to shape how IKEA connects with consumers across its international markets.

Ingka Group operates IKEA retail businesses across 32 markets and said the rapidly changing retail environment had prompted the reassessment of its media needs.

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A company spokesperson said the group wanted to ensure that its media capabilities remained aligned with changing consumer behaviour and the growing number of channels through which customers interact with the brand.

The global media mandate is currently handled by dentsu’s iProspect, while WPP’s Mindshare has continued to manage IKEA’s Australian media business since winning the local account in 2016.

Mindshare took over the Australian assignment from Match Media, which had held the business for 13 years.

Meanwhile, the scale of the global account makes the latest review particularly significant. When IKEA last subjected the global media business to a competitive process in 2016, the account was estimated to be worth about AUD840 million.

However, Ingka Group has not disclosed the agencies invited to participate in the latest process, nor has it confirmed whether the Australian market forms part of the current review.

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The pitch comes at a time when retailers are rapidly expanding their media capabilities and reassessing how they combine traditional advertising, digital platforms, customer data and emerging retail media opportunities.

For IKEA, the review could therefore provide an opportunity to reassess not only its agency relationship but also the broader media model supporting its global growth and consumer engagement strategy.