IKEA calls creative pitch; Mother to re-pitch after 14-year run

The review is currently underway, and a decision is expected in the coming months

by e4m Staff
Published: Nov 10, 2025 4:56 PM | 2 min read

Swedish home-furnishings brand IKEA has initiated a review of its lead creative account, inviting multiple agencies, including its long-time partner Mother to participate in the pitch process. The news has been confirmed to e4m by IKEA.

Mother has handled IKEA’s business since 2010, when it won the account from BMB following a competitive review. Some of their most notable work includes, “Every home should be a haven," the playful, muscly teddy-bear campaign that earned significant social chatter. “The Hare”, a reimagining of The Tortoise and the Hare, focused on efficiency and comfort, "Silence the Critics”, a popular music-driven film that featured a diss track aimed at outdated home décor, and “Big Blue Bag” (Oxford Circus launch) - a giant installations-led teaser to generate buzz around the new city-centre store.

More recently, the agency has worked on “IKEA Brighton,” “One bag to rule them all,” and the immersive “Hus of Frakta” experience.

Globally, IKEA’s marketing operates on a hybrid model: Ingka Group (which runs most IKEA stores worldwide) collaborates with a mix of global lead agencies, local creative partners, and in-house teams. Creative reviews every few years are a standard practice for the retailer across regions to keep its communications fresh and aligned with evolving brand direction.

In 2022, IKEA had similarly approached agencies for a potential creative review; Mother retained the business and continued producing major campaigns through the last three years.

The review is currently underway, and a decision is expected in the coming months.