IKEA Australia Appoints Mindshare After 13 Years With Match Media

IKEA Australia Appoints Mindshare After 13 Years With Match Media
SHARE
THIS



IKEA Australia, has selected Mindshare Australia as its agency of record following a local media agency review and competitive tender process. Mindshare Australia will work with the IKEA team as its media agency partner to purchase media, develop strategic partnerships and deliver high impact consumer campaigns.

The appointment is made following a global media review that preceded a thorough, local media agency review process including three other agencies. The result of the process will see Mindshare Australia take on the remit of Match Media who has been a valued partner of IKEA Australia for 13 years.

The work will focus on delivering media activity to amplify the objectives of the IKEA business in Australia and further build brand connection and engagement. Mindshare Australia will also work very closely with the agency partners for IKEA to deliver integrated communications plans for the organisation.

Kristin Bengtsson, national marketing manager for IKEA Australia, said, “We would like to extend a huge thank you to Match Media for their outstanding collaboration and high performance over the last 13 years. At IKEA our culture and values are paramount and ‘togetherness’ is one which has encapsulated the tone of our relationship. We would like to wish our friends at Match Media every success as they become Blue 449 in January 2017.

“After careful deliberation we have concluded that Mindshare will be the agency we will progress to the contract stage. Mindshare won us over with their people and their passion for our brand. Their response demonstrated great insight and understanding of our business and the remit required moving forward.”

John Preston, CEO of Match Media said, “Saying goodbye to a foundation client is always hard. It has been a fantastic partnership between IKEA and Match as we have grown together over 13 years. While we are incredibly sad that the relationship is unable to continue, in the last six months working on notice, our relationship has been as strong as ever and we wish the IKEA team all the best with their new partner – they are very lucky.”

Katie Rigg-Smith, CEO of Mindshare Australia said, “We are absolutely thrilled Mindshare Australia has the opportunity to work with IKEA going forward.  We have been so inspired by the desire of IKEA to innovate and challenge category norms both in their own business and in how they communicate this through media.  We are really excited to get started.”

Mindshare Australia will commence work in February 2017.

Please login with linkedin to comment

Latest News

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?
  • Marketing
  • Opinion

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?

As Australia continues to grow and the population becomes more ethnically diverse, it is important that marketers ensure digital environments are more inclusive, especially for those who don’t speak English as a first language, writes Siteimprove’s Haley Doel (pictured below). Having a readable and accessible website is no longer just a high priority for large […]

Opinion

by B&T Magazine

B&T Magazine
**FILE*** A Thursday, Oct. 21, 2010 file photo the Sydney Head Office of Network Ten in Pyrmont, Sydney. Network Ten's Wake Up program and its early, morning and late news will be axed from Friday. (AAP Image/Lee Besford) NO ARCHIVING
  • Advertising
  • Media

Network Ten And MCN Reaffirm Sales Agreement Following CBS Sale

Network Ten and Multi Channel Network (MCN) have today reaffirmed that the sales representation agreement, which sees MCN manage the advertising interests for TEN, ELEVEN, ONE and the online catch-up streaming platform tenplay, will continue. Since the agreement was made in 2015, the Network Ten and MCN trading relationship has been an outstanding success. In […]

by B&T Magazine

B&T Magazine
Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign
  • Advertising
  • Campaigns

Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign

Pepsi MAX has partnered with PHD and Time Out to not only inspire Australians, but also enhance their ability to ‘MAX’ out their summer this year. Through the use of a live dynamic data feed, consumers will be served ads by the brand on events taking place around them that are relevant to their personal […]

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.