Ikea meets with media shops

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[Stockholm, Sweden] Ikea executives based in Helsingborg, Sweden, are believed to have met with media agency networks to discuss a possible consolidation of the company's estimated $50 million European media planning and buying business, now divided among local agencies.

"We are always interested in meeting up with different media agencies to see what they can offer us," said Nils Larsson, Ikea's advertising director for Sweden. "We are also curious about what a platform like that could mean for us. But a decision to consolidate in Europe has not been made."

Ikea hires both its creative and media agencies on a local basis. Mediaedge:cia is the media agency in Ikea's home market, Sweden, as well as the Netherlands, Finland and Russia. In other countries, Ikea works with Grey Global Group's MediaCom in the U.K. and Germany; with WPP's MindShare in Switzerland; Omnicom's New Deal DDB in Norway; and independent Forsman & Bodenfors in Denmark.

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