Ikea Audits Global Buying Process

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.