Ikea seeks efficiencies with global media pitch

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[London] Ikea appears to be conducting a long-anticipated pitch in search of cost efficiencies for its global media account, estimated at about $175 million and currently split among many media agencies on a country-by-country basis. An Ikea spokesman confirmed that the company has invited five media agencies that each work for Ikea in at least one country to pitch. They are WPP Group's MediaCom and Mediaedge:cia, Omnicom Group's OMD, Aegis Group's Vizeum, and Publicis Groupe's Starcom MediaVest. Media agency execs said Starcom has declined and that Publicis Groupe's other global media network Zenith Optimedia is expected to pitch instead. A decision is expected this summer. Ikea is unlikely to change the way it works with creative agencies, picking small shops locally like London agency Karmarama in the U.K. Ikea heard global pitches last week in Copenhagen and will visit individual countries before the end of this month, said an executive familiar with the review. He said a decision is likely June 10, and may involve a single agency or a consolidation into two or three agencies.
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