IKEA pits Aegis against GroupM in new global media deal

IKEA has finished the review of its £300m media around the world with the diverting solution of appointing WPP’s GroupM (which includes Maxus, MEC, MediaCom and Mindshare) and Dentsu Aegis as its two media partners.

Agencies from the two groups (Aegis has Carat and Vizeum) will slug it out in each of IKEA’s 30 national markets.

IKEA says: “As 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.

“Ikea started this current global review process in April 2016 with the help of our strategic media consultancy partners, ID Comms, and our media audit partner, MediaPath. After our search and having received four very strong strategic proposals, we are pleased to announce we will be working with both GroupM and Dentsu Aegis.”

IPG Mediabrands and Publicis Groupe also pitched.

This should be fun although not for the various media agencies which seem to spend all their time pitching these days. GroupM and Aegis are not the best of pals: GroupM threatened to sue the UK government and Aegis when the Government’s £140m media business moved from GroupM to Aegis’ Carat 18 months ago.

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