Mindshare wins Ikea media account

Arvind Hickman
By Arvind Hickman | 20 December 2016

Swedish furniture giant Ikea has chosen Mindshare as its media agency following a local review and competitive tender process that was down to GroupM agencies Mindshare, MediaCom and Dentsu Aegis Network, AdNews can reveal.

Mindshare will work with IKEA team as its media agency partner to purchase media, develop strategic partnerships and deliver high impact consumer campaigns. Ikea spent $10 million on media in the past 12 months, according to Nielsen figures, and it is widely regarded as one of the most prestigious and innovative furniture clients in the world.

Match Media was Ikea's previous media agency, but a global decision to consolidate media between GroupM and Dentsu Aegis Network effectively ruled it out of the running. Match Media had a relationship with Ikea that spanned 13 years.

Ikea said the work will focus on delivering media activity to amplify the objectives of the Ikea business in Australia and further build brand connection and engagement. Mindshare will also work closely with agency partners for Ikea to deliver integrated communications plans for the organisation.

“We would like to extend a huge thank you to Match Media for their outstanding collaboration and high performance over the last 13 years," Kristin Bengtsson, National Marketing Manager for Ikea Australia, said.

"At Ikea our culture and values are paramount and ‘togetherness’ is one which has encapsulated the tone of our relationship. We would like to wish our friends at Match Media every success as they become Blue 449 in January 2017.

“After careful deliberation we have concluded that Mindshare will be the agency we will progress to the contract stage. Mindshare won us over with their people and their passion for our brand. Their response demonstrated great insight and understanding of our business and the remit required moving forward.”

Mindshare CEO Katie Rigg-Smith told AdNews the agency was "incredibly excited" to become Ikea's agency of record.

"They are a brand that looks to break category norms and innovate and wants that in their media partner so we are really grateful for the opportunity. It's been a great December for us, a great end to the year," she said.

Last week, Mindshare won the Quick Service Restaurants account from Bohemia.

For Match Media, which next year will rebrand to Blue 449, saying goodbye to a foundation client was difficult.

"It has been a fantastic partnership between Ikea and Match as we have grown together over 13 years. While we are incredibly sad that the relationship is unable to continue, in the last six months working on notice, our relationship has been as strong as ever and we wish the Ikea team all the best with their new partner – they are very lucky," John Preston, CEO of Match Media said.

Mindshare Australia will commence work in February 2017. 

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