Five agencies compete for IKEA’s creative account
McCann, VML, Adam & Eve\TBWA, VCCP, and AMV BBDO are competing for the Swedish furniture giant’s creative business
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Published: Dec 9, 2025 9:22 AM | 1 min read
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Five advertising agencies are currently vying for IKEA’s creative account in a review that has reached the chemistry stage, according to reports. McCann, VML, Adam & Eve\TBWA, VCCP, and AMV BBDO have made the longlist for the high-profile pitch. The Swedish furniture retailer is managing the process internally.
The creative review was first reported in November, following the announcement that incumbent agency Mother had declined to repitch for the business after a 16-year partnership. Mother originally won the account from BMB in 2010, following a competitive review.
During its tenure, Mother produced several notable campaigns for IKEA, including ‘Every Home Should Be a Haven’, ‘The Hare’ and ‘You’ll Always Find Me in the Kitchen at Parties’. More recent work included the ‘IKEA Brighton’ campaign and the immersive experience ‘Hus of Frakta’.
Three of the competing agencies have undergone structural changes following recent moves by Omnicom and Interpublic. Adam & Eve/DDB merged with TBWA\London and MullenLowe Global to form Adam & Eve\TBWA, while IPG agencies FCB London and MullenLowe UK merged into AMV BBDO under Omnicom.
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