Mindshare wins IKEA in NZ

By AdNews | 17 April 2024

IKEA, ahead of its  launch in New Zealand, has appointed GroupM agency Mindshare as its media agency partner.

Mindshare, which already works with IKEA in Australia, a relationship established in 2017, will help establish the Swedish furniture retailer in New Zealand.

IKEA is due to open the doors of its first store at Sylvia Park, together with its online store in late 2025. Construction began in June 2023.

The account will be led by Hannah Joseph, who was recently promoted to Managing Partner for Mindshare New Zealand.

The win comes after Mindshare New Zealand’s recent win of Unilever.

“IKEA is an iconic brand that we’re proud to work with in other markets around the world," said John Halpin, GroupM CEO.

"Their vision “to create a better everyday life for the many people” aligns perfectly with GroupM’s ambition 'To make advertising work better for people'.

"New Zealanders have been awaiting the arrival of IKEA on our shores for years and we’re thrilled to be part of the journey to bring IKEA’s clever innovation, smart design and affordable homewares to New Zealand for the first time."

Peter Moore, head of integrated media, IKEA Australia and IKEA New Zealand, said he is thrilled to expand the partnership with Mindshare across the ditch.

"This is another important step towards saying ‘hej’ to New Zealanders," he said.

"Mindshare demonstrated a unique ability to understand the cultural nuances and media intricacies of the New Zealand market, aligned with a deep understanding of our values and business needs and how to bring those together."


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