GroupM and Dentsu battle for $10m Ikea account underway

Pippa Chambers
By Pippa Chambers | 22 July 2016

A GroupM agency and a Dentsu shop are set to battle it out for the $10 million media account for Ikea.

Following a global review decision, Ikea plans to only work with GroupM or Dentsu agencies in each market. This sees its current agency Match Media off the books as of January. Match won the account in 2003, but due to the global decision it doesn't get a look in – despite it's lengthy history with the Swedish furniture giant.

Briefings for the account are expected to be sent to GroupM and Dentsu in Australia today or early next week, with each having to put forward one or two agencies under the network umbrellas.

AdNews understands that GroupM has no conflict clients within its agencies, which include Maxus, MEC, Mindshare and MediaCom, whereas Dentsu's Carat agency has Freedom Furniture which would likely mean the agency couldn't also pitch for Ikea.

However this is not set to deter Dentsu, which could put forward Vizeum. It is also thought it may put together a 'bespoke' agency offering in order to woo the client. Bepoke solutions for clients is becoming increasingly common. Most recently M&C Saatchi started up a spin out agency for Woolworths, but GroupM has also done similar for Westpac.

It is thought the Ikea account could be worth $600 million (£300m) globally and the worldwide review kicked off in June.

The aim of the review was to consolidate Ikea’s fragmented media business into only two holding groups, with each local market then choosing their preferred agency partner in a locally-managed reviews.

In the last global review in 2009, Ikea opted to stick with Match in Australia irrespective of where the business shifted elsewhere in the world. 

Both networks and Match, which is now part of Publicis Media, declined to comment.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus