Credit: Adam Kolmacka via Unsplash
IKEA’s parent company Ingka Group has put its global media account out to pitch, AdNews can reveal.
The move opens up one of the world’s biggest retail media accounts to agencies, marking the next stage of a process that began with an RFI on its media agency requirements in March.
An Ingka Group spokesperson confirmed the pitch to AdNews.
“Ingka Group, the largest IKEA retailer operating across 32 markets, is conducting a Request for Proposal (RFP) for its global media agency partnership,” the spokesperson said.
“Retail is changing fast, and so are the ways people want to connect with us.
“We want to make sure we have the right capabilities to keep reaching the many people, wherever they are.”
The global media account currently sits with dentsu’s iProspect, while WPP’s Mindshare is the longstanding incumbent in Australia, having won the local remit in 2016, ending a 13-year tenure held by Match Media.
The global media account was also estimated to be worth around AUD$840 million when IKEA last put the business out to pitch in 2016.
Ingka Group did not disclose whether the local market is part of the pitch.
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