IKEA’s Creative Account Down to Final Five Agencies

Five major advertising agencies have advanced to the chemistry stage of IKEA’s creative account review, as the brand moves closer to appointing a new lead partner. Industry reports indicate that McCann, VML, Adam & Eve\TBWA, VCCP, and AMV BBDO are currently in contention for the high-profile business, with the Swedish furniture giant running the pitch process internally.

The review was initially revealed in November after long-time agency partner Mother opted not to defend the account, ending a 16-year working relationship that began in 2010 when Mother won the business from BMB following a competitive pitch. Over more than a decade, the agency helped shape IKEA’s brand voice with memorable campaigns such as Every Home Should Be a Haven, The Hare, and You’ll Always Find Me in the Kitchen at Parties. More recent executions included the location-led IKEA Brighton campaign and the experiential project Hus of Frakta.

The current pitch lineup reflects a shifting agency landscape following major holding company restructures. Adam & Eve/DDB’s merger with TBWA\ London and Mullen Lowe Global resulted in the formation of Adam & Eve\TBWA, while IPG agencies FCB London and MullenLowe UK were consolidated into AMV BBDO under Omnicom’s umbrella, creating newly configured challengers in the race for the IKEA brief.With the process now at the chemistry stage, the shortlisted agencies are expected to focus on cultural alignment, creative vision, and long-term brand-building chemistry as IKEA prepares to choose its next creative steward.