Ingka Group, the biggest Ikea retailer, has picked advertising agency McCann Madrid to handle the brand’s marketing campaigns across its markets, adopting a common approach and framework for all 31 Ingka countries where it operates Ikea stores, including India.
The company’s global marketing team will lead the process with the marketing team of Ikea Spain handling operations.
“As one of the most trusted brands in the world, we have the responsibility to show how we are leading from our vision and purpose; that we are siding with the many through our affordable range and actions we take as a company for people and the planet. I am excited to see how this shift gives us the opportunity to connect to more people with a stronger voice,” said Licca Li, Acting Global Marketing Manager, Ingka Group.
A statement explained that the new approach builds on insights that people’s basic needs are universal – all people need to sleep, eat, and spend time with loved ones. The Ikea vision of creating a better everyday life for the many people, can thereby set the tone and give the opportunity for the Ikea brand to emotionally connect with people regardless of culture, living situation or age with a consistent voice, delivered through global marketing brand campaigns, it added.
“We are very excited that McCann has been finally chosen as winner, with us as the operating team. It makes us proud and serves as an acknowledgment for the work that has been carried out for the ikea brand in Spain for years now. It also comes with the responsibility to build up and strengthen the emotional connection with consumers from all Ingka Group countries in a solid and consistent way, while leaning on the strengths that have shaped how we communicate at Ikea Spain and positioned the brand as the benchmark it is today,” added Gabriel Ladaria, Marketing Director, IKEA Spain.
The arrangement kicks off in September 2023.
Daryl Lee, Global CEO, McCann Worldgroup and McCann, said, “We are humbled and excited to be appointed as Ikea’s first global brand marketing partner. IKEA’s vision to create a better everyday life for the many people, based on universal truths, is perfectly aligned with our global philosophy of Truth Well Told. Our teams that collaborated around the world, brilliantly led by McCann Spain, cannot wait to launch an enduring brand platform that resonates globally and further builds Ikea’s leadership position in every market.”
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