IKEA names McCann as global brand marketing partner

IKEA has appointed McCann Worldgroup as its first global brand marketing partner. Meanwhile, the partnership does not affect regional agency partnerships. 

With McCann Worldgroup Spain as its home base, the agency will lead IKEA retail for the Ingka Group, which consists of 379 IKEA stores across 31 markets from September 2023, and the outcome of these plans will be visible during Spring 2024. 

The new approach builds on insights that people’s basic needs are universal – all people need to sleep, eat, and spend time with loved ones. The IKEA vision of creating a better everyday life for the many people, can thereby set the tone and give the opportunity for the IKEA brand to emotionally connect with people regardless of culture, living situation or age with a consistent voice, delivered through global marketing brand campaigns.

McCann Worldgroup was chosen as its global philosophy of Truth Well Told is in line with IKEA’s vision to create a better everyday life for people everywhere, based on universal human truths.

“As one of the most trusted brands in the world, we have the responsibility to show how we are leading from our vision and purpose; that we are siding with the many through our affordable range and actions we take as a company for people and the planet. I am excited to see how this shift gives us the opportunity to connect to more people with a stronger voice.”, sayid Licca Li, acting global marketing manager, Ingka Group.

The global marketing team of Ingka Group will lead this transformational change, whilst the operating team is the Marketing team of IKEA Spain. McCann Spain was chosen after the solid collaboration between the IKEA global marketing team and the marketing team at IKEA Spain. The new approach allows to secure simplified and impactful processes that supports creative quality, with the ambition to stronger position IKEA in all markets.

“We are very excited that McCann has been finally chosen as winner, with us as the operating team. It makes us proud and serves as an acknowledgment for the work that has been carried out for the IKEA brand in Spain for years now," said Gabriel Ladaria, IKEA Spain’s marketing director.

"It also comes with the responsibility to build up and strengthen the emotional connection with consumers from all Ingka Group countries in a solid and consistent way, while leaning on the strengths that have shaped how we communicate at IKEA Spain and positioned the IKEA brand as the benchmark it is today," Ladaria added.

Meanwhile, Daryl Lee, global CEO of McCann Worldgroup, said: “We are humbled and excited to be appointed as Ikea’s first global brand marketing partner.”

“Our teams that collaborated around the world, brilliantly led by McCann Spain, cannot wait to launch an enduring brand platform that resonates globally and further builds Ikea’s leadership position in every market,” he added.

IKEA has worked with various agencies globally including Ogilvy and Mother London on creative campaigns for many years.

While in Southeast Asia, IKEA had partnered with TBWA\Group Singapore for three years, of which the agency was responsible for most of the brand's creative work including integrated campaigns, store opening campaigns, digital and social communications across Singapore, Malaysia and Thailand.

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