September 21, 2023

Digital Marketing Education

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Ikea hires McCann for global branding

The assignment is the culmination of a relationship between McCann and Ikea that goes back more than a decade. In 2011, Ikea tapped McCann New York as global agency of record for its catalog division. McCann Worldgroup won Ikea’s account in Spain in 2014. Earlier this year, McCann Madrid won a Gold Clio Award for a campaign called “Trapped in the 90s” for Ikea Spain. The work put contestants together in a house environment reminiscent of popular 90s reality show “The Real World.”

The newest partnership with Ikea marks a big win for McCann, which recently lost its Verizon account, which it had held since 2015, to Ogilvy. McCann has also added several smaller accounts this year, including TJ Maxx and Durex.

Watch: Ikea products are ‘proudly second best’ in these ads

McCann has seen some changes in its leadership as well. In August, it was reported that its longtime global executive creative director John Mescall was departing the agency. Around the same time, McCann Worldgroup appointed former Havas exec Stephanie Nerlich as its first global president. In February, Javier Campopiano was named McCann Worldgroup’s global chief creative officer and global chief creative officer of its McCann agency.

In fiscal year 2022, Ikea said it generated 44.6 billion euros in retail sales, a 6.5% increase over the prior year. The company has been ramping up its U.S.-based business, a strategy that could pay off as consumers increasingly look to lower cost options at a time of economic uncertainty.

Contributing: Brian Bonilla


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