Mediacom and Match retain Ikea media account

Mediacom and Match have retained the estimated $9m media account for Ikea in Australia, following a review of the furniture retailer’s media planning and buying arrangements around the world.   

Mediacom will continue to handle buying, while Match will oversee planning.

Ikea’s global media account is worth over $410m and was previously shared among WPP’s Mediaedge:cia and Mediacom. The agencies were awarded the account following a pitch against OMD in 2005.

The retailer has begun appointing agencies across other markets following the global review.

In the UK, Vizeum was recently awarded the business, ending its 10-year relationship with Mediacom.

Meanwhile, the retailer will next year launch its loyalty scheme, Ikea Family, in Australia. It is being developed by the newly appointed Ikea Family project manager Mark Channing who has come from Ikea Japan.

Tim Burrowes

Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he's been editor, content director and editor-at-large of Mumbrella. He's written about media and marketing in Australia, the Middle East and the UK. In 2021 he published the definitive guide to the recent history of the Australian media industry, Media Unmade

Linkedin

topics IkeamatchMedia agencyMediacomWPP

Share Tweet Share