The move is the latest step in Ikea's global media-business consolidation. In July 2005, the company consolidated business across 23 countries with two agencies, Mediaedge:cia and MediaCom, part of WPP Group's Group M. Previously, the business was split among 14 agencies. As a result of this latest move, independent Horizon Media is off the Ikea roster.
"The Ikea move is a direct result of the global consolidation that took place two years ago at WPP that the U.S. resisted," said Bill Koenigsberg, chairman-CEO of Horizon. "We have nothing but the highest regard and respect for Ikea and are extremely proud of the work we have done together. "
Interpublic Group of Cos.' Deutsch remains Ikea's U.S. creative agency.
Mediaedge:cia already works with Ikea across global markets including China, Finland, the Netherlands, Russia, Sweden, Belgium, Canada, the Czech Republic, Hungary, Italy, Japan, Poland and Slovakia.
"We are delighted to have this opportunity to extend our successful international relationship with Ikea into the U.S.," Charles Courtier, executive chairman of Mediaedge:cia Global, said in a statement. "This win reflects our ability to drive businesses internationally but ultimately to deliver at the domestic level."
The shift is effective Sept. 1, and the business will be headquartered in Mediaedge:cia's Chicago office.
"Mediaedge:cia will be a key partner for Ikea," the company's U.S. marketing director, Matti Narr, said in a statement. "Their combination of strategic and analytical skills and media knowledge will be a critical component to our branding efforts. We would also like to acknowledge the strong partnership we've had with Horizon and express our respect for all of their efforts on our behalf."