MEC Keeps Ikea Media in U.S.


Following a global procurement-led review, Swedish furniture chain Ikea has selected incumbent Mediaedge:cia to retain its estimated $95 million U.S. planning and buying business, the company has confirmed.

Overseas, however, chores in the U.K. have shifted from incumbent Mediacom to Vizeum.

MEC and Medicom are both units of WPP Group. Vizeum is owned by Aegis Group. The media review took more than six months to complete.

Ikea's separate creative search led by Boston-based consultancy Pile + Co. is ongoing. Deutsch, an IPG shop, which handles general-market U.S. ad chores, is participating. So is Anita Santiago Advertising, the chain's Hispanic shop.

Ikea could combine both assignments at one agency to achieve "efficiencies," the client has said.