IKEA calls creative pitch; Mother is the incumbent AoR

Swedish home-furnishings brand IKEA has initiated a review of its lead creative account. The company has invited multiple agencies to participate in the pitch process, including its incumbent partner Mother, which has handled IKEA’s business since 2010.  

Mother had won the account from BMB following a competitive review. Some of their most notable work includes, “Every home should be a haven," the playful, muscly teddybear campaign that earned significant social chatter. “The Hare”, a reimagining of The Tortoise and the Hare, focused on efficiency and comfort, "Silence the Critics”, a popular music-driven film that featured a diss track aimed at outdated home décor, and “Big Blue Bag” (Oxford Circus launch) - a giant installations-led teaser to generate buzz around the new city-centre store.

More recently, the agency has worked on “IKEA Brighton,” “One bag to rule them all,” and the immersive “Hus of Frakta” experience.

In 2022, IKEA had similarly approached agencies for a potential creative review; Mother retained the business and continued producing major campaigns through the last three years.

The review is currently underway, and a decision is expected in the coming months.