Flatpack furniture giant Ikea has reportedly hired VCCP to handle its UK advertising account following a review of the business, which led to incumbent Mother declining to repitch.
It is understood that the agency, which has an impressive new business record, beat off VML and Adam & Eve\TBWA in the final round, with McCann and AMV BBDO also involved earlier on in the process.
McCann was appointed as Ikea’s first global ad agency in 2023, with the account run out of its Spanish office. At the time, the retailer said it wanted to “streamline” its agency operations.
Mother, which has handled the business for the past 16 years, refused to get involved, but will continue to work on the account until August 2026, at the end of Ikea’s financial year.
The agency has created some of the retailer’s most recognisable campaigns, including the long-standing “The Wonderful Everyday” activity. VCCP is expected to continue with the brand platform for the foreseeable future. Rapp handles Ikea’s customer marketing account.
A review of the media business, held by Dentsu’s iProspect, is still underway.
The retailer is currently running an OOH campaign featuring beautifully shot products, with prices obscured (pictured). “Hidden Prices” is designed to let the quality of the product speak for itself, set against bold, colourful backdrops that put quality front and centre.
The appointment comes as Ikea shifts away from massive out-of-town warehouse formats, to focus on compact, accessible city locations, including new launches in London and other European hubs.
Ikea is also launching brand partnership concessions, with sports retailer Decathlon the first to set up a unit inside the retailer’s Croydon store.
Related stories
Ikea aims to let the quality, not the price, do the talking
Five go mad for Ikea as retail giant draws up shortlist
Ikea bids farewell to Mother as agency shuns review
Ikea unveils home move plan backed by first credit card
Ikea appoints global chief data and analytics officer
Be the first to comment on "Ikea hires new agency to take on advertising account"