Swedish furniture maker Ikea has begun an internal evaluation of its global media buying, the company confirmed last week. The evaluation includes North America, where Maxxcom-backed Crispin Porter + Bogusky in Miami handles creative and media. In Europe, media is split among Grey’s MediaCom, and WPP’s Mediaedge:cia and MindShare. Independent Strawberry Frog in Amsterdam handles European creative. Ikea spends an estimated $100 million on media in Europe and North America; global spending figures were unavailable.
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