Ingka Group, IKEA’s parent company has included a fresh, global agency agenda for all 31 countries where Ingka has operations. The IKEA brand will be strengthened worldwide as a result. After a comprehensive evaluation, the retailer brand has chosen McCann, the Madrid-based IPG agency network to be its advertising agency. Ingka Group’s Global Marketing Team will spearhead the partnership. Additionally, IKEA Spain’s Marketing Team will act as the operating team.
The novel strategy is based on the idea that all people have the same fundamental needs. IKEA’s goal is to improve the quality of life for several people. It holds that all individuals need to sleep, eat, and spend time with their loved ones. With this strategy, they may set the tone and give the brand an opportunity to interact with people regardless of their culture, living situation, or age. Moreover, it will convey their ideas through international brand marketing campaigns.
IKEA Partners with McCann Worldgroup
IKEA wants to make its agency operations more efficient. The home goods chain selected McCann Worldgroup, thanks to the latter’s global philosophy of Truth Well Told. The concept aligns with IKEA’s mission of enhancing people’s daily lives. McCann Spain was appointed following the success of the partnership between the IKEA Global Marketing Team and the IKEA Spain Marketing Team. With McCann Worldgroup Spain as its center of operations, the agency will oversee IKEA retail for the Ingka Group. There will be 379 IKEA locations spread across 31 markets. The collaboration will begin in September 2023. The outcome of this alliance will be visible in the spring of 2024.
IKEA’s Previous Partnerships
IKEA has long collaborated on marketing initiatives with several international agencies. Among these agencies were Ogilvy and Mother London. IKEA also collaborated with TBWA\Group Singapore in Southeast Asia for three years. The majority of the brand’s creative work feels within the agency’s control. It includes integrated campaigns, store opening campaigns, and digital and social communications. With the recent loss of Verizon’s account to Ogilvy in the United States still fresh in their minds, McCann’s victory in securing the IKEA business comes at the perfect time.
Here’s what they said
Licca Li, acting global marketing manager of Ingka Group said,
As one of the most trusted brands in the world, we have the responsibility to show how we are leading from our vision and purpose; that we are siding with the many through our affordable range and actions we take as a company for people and the planet. I am excited to see how this shift gives us the opportunity to connect to more people with a stronger voice.
Gabriel Ladaria, IKEA Spain’s marketing director added,
We are very excited that McCann has been finally chosen as winner, with us as the operating team. It makes us proud and serves as an acknowledgment for the work that has been carried out for the IKEA brand in Spain for years now. It also comes with the responsibility to build up and strengthen the emotional connection with consumers from all Ingka Group countries in a solid and consistent way, while leaning on the strengths that have shaped how we communicate at IKEA Spain and positioned the IKEA brand as the benchmark it is today.
Daryl Lee, Global CEO of McCann Worldgroup and McCann continued,
We are humbled and excited to be appointed as IKEA’s first global brand marketing partner. IKEA’s vision to create a better everyday life for the many people, based on universal truths, is perfectly aligned with our global philosophy of Truth Well Told. Our teams that collaborated around the world, brilliantly led by McCann Spain, cannot wait to launch an enduring brand platform that resonates globally and further builds IKEA’s leadership position in every market.