Furniture giant Ikea has consolidated its media strategy and buying business into Match Media, with MediaCom struck off the roster.
Match will now take on the additional remit of media buying for Ikea, replacing MediaCom which had worked on the business for the past six years. Match has held the Ikea media strategy business for 10 years.
The changes are a result of Ikea reviewing the structure of its media arrangements earlier this year.
MediaCom will transition off the business this month.
Ikea marketing director Rebecca Darley said: “Our relationship with Match over the past 10 years has grown from strength to strength and we are thrilled to enhance our partnership with them.
“During the pitch process we were impressed by the recent addition of their media buying offering as well as their ongoing strategic capabilities and their relentless passion for our brand.”
Match Media founder and chief executive John Preston said: “Ikea is Match Media's foundation client. To have retained the business for 10 years is in itself a fantastic milestone. To now be appointed as the full service agency is a tremendous achievement, one that we are very proud of.”
Darley added: “We would like to extend our thanks to MediaCom for their partnership and professionalism over the last six years and wish them much success for the future.”
Ikea's creative agency is The Monkeys.
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