Ikea’s parent group Ingka Group has begun a global media agency review, placing long-term Australian media agency Mindshare on notice.
B&T understands that the review is being led by Ikea’s global team in Sweden and is at an early stage.
It was reported in March that Ikea was “testing the market” by launching an RFI. This has now progressed to a full review.
Ikea works with WPP and Dentsu across different global markets.
In Australia, Mindshare won the Ikea account in 2016, beating MediaCom (now EssenceMediacom) and Dentsu Aegis Network in a competitive pitch. Previously it had worked with Match Media (now Spark Foundry) for 13 years.
Ikea also works with Havas Host for creative, and has previously worked with Mango Communications and Rabbit.
The local Ikea marketing team is led by Erin Falconer, who is taking the reins from Kirsten Hasler, who is shortly moving to Unilever.
Ikea’s recent campaigns include ‘50 Years. Just the Start’, which included a playful earned media initiative: the world’s first flat-packed FLIP FLÖPS.
B&T has approached Ikea Australia for comment, while Mindshare declined to comment.
