Ikea consolidates media biz with WPP shops

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[Stockholm, Sweden] Swedish furniture retailer Ikea has consolidated its global media business across 23 countries with two WPP Group agencies, Mediaedge:cia and MediaCom. Mediaedge and MediaCom will share the assignment, with each agency appointed to handle about 55% and 45% of Ikea's media billings respectively. Previously, the business was split between 14 agencies.

Mediaedge, which already handled Ikea's media in China, Finland, the Netherlands, Russia and Sweden, has picked up the business in Belgium, Canada, the Czech Republic, Hungary, Italy, Japan, Poland, Slovakia and the U.S. MediaCom will retain the Ikea account in Germany, the U.K. and Denmark, and has additionally gained the business in France, Spain, Portugal, Austria, Switzerland, Norway and Australia.

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