Ikea reviews global media accounts

Swedish home retail giant Ikea is reviewing its global media agency accounts, currently held by WPP Group’s Mediaedge:cia and MediaCom.

Mediacom has held the UK business since 2005, when the WPP group agencies took over the global accounts after winning a final pitch against Omnicom’s OMD.

The retailer has been seeking to shore up its market leading position over the past 12 months as it found it was not immune to the affects of the global credit crunch, which have claimed the likes of MFI and Land of Leather.

The retailer, which has stores in 37 countries, said last year its expansion would be at a “much slower” rate, with investment focused on emerging markets, such as Croatia and the Ukraine, as flatpack furniture sales in the UK, Germany and US.

It has instead, like many retailers, focused on maintaining loyal customers and last year re-emphasised focus on it’s Ikea Family loyalty card to drive return custom via direct online and traditional mail communications.

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