Credit: Adam Kolmacka via Unsplash
IKEA has gone to market with a global Request for Information, with Australia part of the process, AdNews can confirm.
The move gives agencies a look in on one of the world's biggest retail media accounts and hints at a possible review to come.
"Ingka Group is conducting a Request for Information as part of a routine assessment of the global media landscape," a spokesperson told AdNews.
The process still sits at the early stage of procurement.
The global media account is with dentsu's iProspect, while Mindshare is the longstanding incumbent in Australia, having won the local remit in 2016, ending a 13-year tenure held by Match Media.
The RFI comes as IKEA has been actively reshaping its global agency roster in recent years, most notably awarding its global creative account to McCann in 2023.
IKEA invests heavily across channels, with millions spent on media in individual markets.
For agencies, it is one of the most coveted retail accounts on the market.
The IKEA spokesperson stated no formal review is currently underway.
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