Ikea has named its first international model advertising companion in McCann. The Swedish furnishings and residential items retailer selected the IPG company to be its international companion, with enterprise to be led out of McCann Spain in Madrid, which had a preexisting relationship with Ikea.
McCann will lead Ikea retail for the Ingka Group, which consists of 379 Ikea shops throughout 31 markets. That is the primary time the retailer has taken this step with an company.
Ingka is implementing a brand new international company method and framework for all 31 Ingka nations as a part of Ikea’s mission to enhance on a regular basis life for its prospects, in response to a model assertion. This permits for simplified processes that assist inventive high quality and stronger positioning.
“We’re humbled and excited to be appointed as Ikea’s first international model advertising companion,” mentioned Daryl Lee, international CEO of McCann Worldgroup, in a press release. “Ikea’s imaginative and prescient to create a greater on a regular basis life for individuals, primarily based on common truths, is completely aligned with our international philosophy of ‘Fact Nicely Informed.’
“Our groups that collaborated world wide, brilliantly led by McCann Spain, can’t wait to launch a permanent model platform that resonates globally and additional builds Ikea’s management place in each market.”
McCann Spain labored beforehand with Ikea on an effort in 2021. The retailer made a actuality present that trapped individuals within the Nineties as a part of Ikea’s twenty fifth anniversary in Spain.
Ikea has labored with Ogilvy since 2010 and has utilized different WPP companies, together with David Madrid and Ingo. Ikea has additionally labored with Mom London on its inventive campaigns for over a decade. Its rotating solid of companies has additionally included Åkestam Holst, which created the memorable “Pee on This” being pregnant advert, and a Shining parody advert from BBH Singapore.
Regionally, Ikea named Havas HOY its company of report in Mexico earlier this 12 months, whereas Ikea Canada has labored with Rethink as its AOR since 2017.
Ikea’s native particular person accounts and relationships with inventive companies will keep in place. The purpose of the brand new effort is to strengthen the model globally throughout all nations although native and regional work may even proceed.
