Ikea to kick off media and PR reviews

Ikea to kick off media and PR reviews
B&T Magazine
By B&T Magazine
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EXCLUSIVE: Furniture giant Ikea is set to fire the starting gun on a pitch for its local media and PR accounts.

The Scandanavian firm has worked with independent agency Match Media for its media strategy for ten years, with MediaCom currently holding the buying duties. Both agencies are understood to be involved.

However, Rebecca Darley, Ikea’s marketing director, told B&T the two accounts could be merged under one agency if the right offer is made.

She said a group of agencies have already been approached about pitching for the work, with the process set to kick off in the next two weeks.

The PR account, currently held by One Green Bean, is also up for review, again with a group of pre-selected agencies asked to pitch for the work, including the incumbent.

Darley said both accounts were being reviewed as part of a regular three-year policy, and there was no stress on the existing relationships with them.

Creative duties are currently held by The Monkeys, and Darley added there are no plans for any major marketing pushes until the winter.

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