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Ikea | Company Profile, Marketing Contacts, Media Spend, Brands

Ikea is a privately held, home and office furnishing business. The company manufactures contemporary furnishing products which are sold at low prices through their retail stores.

Main Telephone 020 8233 2300
Main Fax 020 8451 2813
Primary Address
255 North Circular Road
London, London NW10 0JQ

Ikea Contacts

Contacts (5/14)
Name Title City
Kemi A. Advertising Manager-UK & Ireland London
Sample of Associated Brands
Email: *****@*******.***
Main Phone: 020 8233 2300
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 255 North Circular Road
London, London
NW10 0JQ

Vala M. Advertising Manager London
Sharon M. Digital & Website Manager London
Lewis M. Country Communications Manager - UK&I London
Meera S. Social Media Manager London

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Ikea ********

Agency Relationships

Brand Agency Service From To
**** ****** Media Buying, Media Planning unknown present
**** ****** ****** Creative unknown present
**** ** *** ****** Creative unknown present
**** ********* ********* digital 2015 present
**** ********* CRM 2015 present

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Mumvertising Opps: Ikea consolidates global media at Dentsu Aegis, WPP (Score 45)

Subject: TV, Outdoor, Press, Direct Mail, Radio, Programmatic. 

Company: Ikea– global furniture retailer that designs and sells ready-to-assemble furniture, appliances and home accessories.

Update (7 July): After a pitch assisted by ID Comms and MediaPath, Ikea has reportedly consolidated its $444 million global media account with two holding companies, WPP and Dentsu Aegis.

However, this just means that GroupM and Dentsu will now compete for business in each local market. This local process is slated to begin later in the summer, so look for a decision to be made by the end of the year. 

Dentsu Aegis's Vizeum has already handled UK media planning and buying since 2009, making it highly unlikely for them to lose it now. So, continue to go hard after spring 2017 dollars despite this review. In the past, we hear back-to-school has been RFP'd as early as February, so start laying the groundwork for 2017 BTS dollars, as well. Keep in mind that Ikea's fiscal year ends begins in September. We'll keep you posted as we learn more. 

Creative was not part of the review, but creative pitches often follow media and vice versa. So, creative shops should certainly make sure they're top-of-mind with UK marketing decision makers for a potential review to start once the dust settles after the winter holiday period.

Ikea already appointed for CRM. 

Below originally published 3 March

Opportunity: The global furniture giant has put its global media account up for review, which is currently split among five holding companies, in an effort to consolidate into fewer agencies. Dentsu Aegis Network’s Vizeum currently has the UK account and is set to repitch for the global account. 

Ikea experienced some profit loses here last year, which was blamed on heavy investments in expansion and eCommerce meant to strengthen its position in the market. The company wants to double sales to about £36bn by 2020 through sales growth at existing stores, new stores and new markets. This has led to new approaches such as trialling small-format stores in Britain last autumn to address customer feedback stating that a trip to Ikea was not convenient or favourable for quick-trip shopping.

Sellers should reach out regarding advertising tied to the summer months, when home buyers and renters are most likely to go on a shopping spree to spruce up their home. The review comes just as Ikea has begun its strategic planning and buying period, which is the best time to win new business. Ikea’s fiscal year ends in August. 

Additional Information

Media Spend: Spent £23.3m on measured media in the UK during 2013 and 201. Heavier spending situated towards TV and radio, followed by press, direct mail and outdoor. 

Other Agency Relationships: Mother London handles creative.

Digital Breakdown: Ikea favours news, shopping, real estate and hobbies & interests publishers on display, while mobile skews towards automotive and video towards arts & entertainment sites. Video and mobile have become a bigger priority in the last year, and it’s likley a 50/50 change that an ad was run using programmatic advertising, as opposed to running site-direct.

255 North Circular Road, Brent, London, NW10 0JQ, 020 8233 2300

Ms. Natalie Cook
Advertising Manager – UK&I

Ms. Karin Dahl
Marketing Director

Ms. Luisa Cameron
Head, Digital – Amplifi (programmatic investment arm of Dentsu Aegis) 
020 7379 9000