IKEA, the Swedish furniture giant chose WPP and Dentsu Aegis Network to be its global partners, at the back of a global pitch at a holding company level for its whopping $444 million global media business a couple of months ago.
Agencies from WPP and Dentsu Aegis are now competing for Ikea's business around the world in local markets.
The India leg of this review is currently underway, and agencies from WPP’s GroupM umbrella and Dentsu Aegis Network are currently battling it out for the Furniture giant’s media business in India.
The creative mandate for the Ikea business has been won by Dentsu Impact post a three-month long pitch process that included multiple agencies across India.
The brand’s launch in India is highly anticipated, the brand was also one of the first companies in India to get an approval for setting up 100 per cent FDI in single brand retail.