Mediaedge Adds Ikea

NEW YORK WPP Group’s Mediaedge:cia has been awarded domestic media strategy, planning and buying for Ikea in the U.S. without a review, the client has confirmed.

The agency will service the account from its Chicago office after the switch from independent Horizon Media takes effect in September.

Ikea spent $85 million on U.S. ads last year, per TNS Media Intelligence.

The move is part of a global consolidation of media chores; Mediaedge already handles Ikea in 14 overseas markets, including China, Japan and Russia.

Horizon CEO Bill Koenigsberg said, “We are hopeful that Ikea will be back in the Horizon fold sometime in the future if their expectations are not met.”

In the past year, Ikea has consolidated most of its global media business at either Mediaedge or MediaCom, both WPP agencies.

Matti Narr, Ikea marketing director, said in a statement that Mediaedge’s “combination of strategic and analytical skills and media knowledge would be a critical component to our branding efforts.” Narr also tipped his hat to the outgoing incumbent, saying, “We would like to acknowledge the strong partnership we’ve had with Horizon and express our respect for all of their efforts on our behalf.”

Charles Courtier, worldwide executive chairman of Mediaedge, said, “This win reflects our ability to drive businesses internationally, but ultimately to deliver at the domestic level. And to be able to do this for Ikea, a brand with such power and strength, is extremely satisfying.”

Ikea as the year began moved its domestic creative assignment to Interpublic Group’s Deutsch in New York after a stint with independent Secret Weapon Marketing in Santa Monica, Calif. [Adweek Online, Jan. 13]. That marked a remarriage between the Plymouth Meeting, Pa., client and Deutsch, which helped build the furniture brand in the U.S. from 1989 until Ikea called a review in 2000.