IKEA’s owner, Ingka, has announced that it has awarded its global ad account to McCann after a competitive pitch process.
McCann will look after ad account in 31 countries where the group operates the retail stores directly.
The account awarding is a part of the brand’s attempt to streamline its agencies across all the countries it operates in. The retail store previously dealt with various agencies across all 31 countries previously.
In a statement, the company said the new approach allows for “simplified and impactful processes that supports creative quality”.
The retailer added that it wants to “strengthen the Ikea brand globally” and for its international marketing to connect with all demographics, across culture and age, with a consistent message.
Ingka has also said that regional relationships will not be affected and will remain the same.
In the region, IKEA retail stores are operated by the family business house Al Futtaim Group and Ghassan Ahmed Al Sulaiman Furnishing Co.
Al-Futtaim group holds the franchise rights for the store in four countries: Egypt, Oman, Qatar and the United Arab Emirates.
In Saudi Arabia, IKEA stores are operated by Ghassan Ahmed Al Sulaiman Furnishing Co.
Regional McCann behind IKEA’s latest campaign
Fp7 McCann also recently worked on IKEA’s latest regional campaign, ‘Bring on the Mess’.
The campaign sees IKEA accept a challenge where people make messes and to let IKEA provide them with their storage solutions.
In a Linkedin post, Carla Klumpenaar, GM of Marketing, Communication, HF and Retail Design (UAE, Qatar, Egypt and Oman) at IKEA, said, “In IKEA we don’t love mess. But what is better to show the extreme and the solution. ‘Bring on the mess’ our newest storage campaign developed with the three franchisees in the Middle East and gulf region for nine countries.”
Campaign Middle East has reached out to Fp7 McCann but is still awaiting a comment.