Ikea Launches Global Media Review

By Erik Oster 

Ikea launched a global media review,  Adweek reports.

The Swedish furniture retailer told the publication in a statement, “Ikea is currently in the process of reviewing its media agency suppliers globally. This is a part of our commitment to the ongoing improvement of our media and marketing governance. Ikea periodically evaluates all marketing service suppliers to ensure we maintain the best working relationships with the best agency partners.” 

Consultancy ID Comms is assisting in the review process. Incumbents include WPP’s MEC, which handles media domestically, and Dentsu Aegis Network’s Vizeum, which handles media duties in the U.K. Campaign estimates the account is worth €400 million globally. 

The news follows media reviews launched by E*Trade and Delta earlier this month, and, of course, comes on the heels of a series of reviews last year which caused Adweek to refer to 2015 as “the year of the media review.”