IKEA Alsulaiman has appointed FP7 McCANN as its creative agency of record for Saudi Arabia and Bahrain following a competitive pitch.
The appointment expands IKEA Alsulaiman’s partnership with Middle East Communications Network (MCN), with Initiative MENAT already managing the brand’s media account in Saudi Arabia. The move brings creative and media capabilities under the same network, with the aim of strengthening strategic alignment across the brand’s communications.
FP7 McCANN will be responsible for the full creative remit, including strategy, creative development and campaign execution across both markets. The account will be managed jointly by the agency’s UAE and Riyadh teams, combining the agency’s regional creative expertise with local market insight.
Rami Rihani, Chief Marketing and Communication Officer at Alsulaiman Group, said: “Our ambition is to continue strengthening IKEA’s connection with customers while remaining true to the values and distinctive identity of the brand. FP7 McCANN’sappointment as our creative partner brings together strategic rigour and creative excellence to further position IKEA as a brand committed to creating a better everyday life for the many people. This appointment reflects our commitment to building the brand with greater consistency, relevance and long-term impact.”
Tarek Ali Ahmad, Managing Director, FP7 McCANN UAE, said: “This mandate gives us the opportunity to shape a connected creative vision for IKEA across Saudi Arabia and Bahrain, while responding to the distinct behaviours and cultural nuances of each market. Our focus will be on developing an enduring brand platform supported by product- and occasion-led communications that drive both customer engagement and business growth. It is a remit that demands consistency at scale without losing the local relevance that makes the work meaningful.”
The news follows, IKEA Alsulaiman and FP7 McCANN partnership earlier in the year where they came to together to work for the brand’s Step Buy Step campaign.
