Ikea parent company Ingka Group has selected IPG agency network McCann to serve as the home goods chain’s global advertising agency after a consolidation review. The remit covers brand marketing for all Ikea stores located in 31 countries.  

Ikea has been a McCann client for more than a decade. In 2011 McCann New York was selected to overhaul the company’s iconic catalog.  

In 2014 McCann Worldgroup won lead agency duties for Ikea Spain.

The agency’s Madrid office will lead the global account, working with the Ikea marketing team based there as it has done the last nine years working on the regional business.  

In a release, Ikea stated, “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.”  

“I am excited to see how this shift gives us the opportunity to connect to more people with a stronger voice,” stated Licca Li, acting global marketing manager, Ingka Group. 

The new setup is effective this month, with the first work expected next spring.