Ikea Shifts U.S. Media Agency Assignment To Carat


Ikea has shifted its U.S. media agency assignment from Wavemaker to Carat, the company has confirmed. 

The home goods retailer spent an estimated $105 million on measured media in the U.S. in 2023, according to agency research firm COMvergence.  

An Ikea spokesperson issued a statement: “After evaluating the needs of the Ikea business, we have decided to transition to Carat as our media partner, effective September 1, 2024. We look forward to working with the new team as we continue our transformation and growth in the U.S. market.” 



The company was founded in Sweden and is headquartered in Delft, Netherlands. 

“Wavemaker will continue to be our agency of record for the remainder of our fiscal year, which ends on August 31, 2024. We appreciate the contributions from the Wavemaker team over the last six years,” the company said in its statement.  

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