Tuesday, September 30, 2025, Dubai, UAE: Initiative MENAT, part of IPG Mediabrands and Middle East Communications Network (MCN) in the region, has successfully retained the IKEA Alsulaiman account for Saudi Arabia and Bahrain, securing a contract extension that builds on more than three years of outstanding partnership and measurable success.
The retention comes on the heels of significant achievements for the agency-client partnership, including Initiative’s recent Gold at the MENA Digital Awards (KSA edition) in the performance category — a testament to the agency’s innovative approach to driving results for the global home furnishing brand.
Initiative’s comprehensive media strategy has consistently delivered exceptional results across both markets, with the agency’s strategic insight and dedicated partnership approach proving instrumental in IKEA Alsulaiman’s continued growth throughout the region.
“At IKEA Alsulaiman, our communication is rooted in understanding the everyday needs of our customers and delivering value through every interaction,” said Rami Rihani, Chief Marketing Officer at IKEA Alsulaiman. “Initiative has been a true partner in this journey, helping us craft meaningful connections and amplify our message across the region. Their deep understanding of our brand and their ability to turn strategy into impact has played a key role in how we deliver affordable, sustainable home furnishing solutions to the many people in Saudi Arabia and Bahrain.”
Under the renewed partnership, Initiative will continue to provide comprehensive media strategy and execution across both Saudi Arabia and Bahrain markets. The agency’s full-service offering encompasses strategic integrated media planning, data-driven campaign development, digital and traditional media buying, and advanced analytics to ensure IKEA Alsulaiman maintains its market leadership position in the competitive home furnishing sector.
“Securing IKEA Alsulaiman’s trust speaks volumes about the strategic partnership we’ve built,” said Lara Arbid, CEO of Initiative MENAT. “We’ve evolved from being their media agency to becoming genuine business partners, deeply embedded in their growth strategy across these critical markets. This extension validates our approach of driving measurable impact while fostering the kind of collaborative relationships that define long-term success.”
This retention reinforces Initiative MENAT’s position as the partner of choice for global brands in the Middle East, particularly within the competitive retail sector. The partnership aligns perfectly with Initiative’s growth trajectory and demonstrates the agency’s expertise in navigating regional market complexities while continuing to build long-term relationships through innovation and mutual success.
Read more: Real Estate Developer Conscient Infrastructure Appoints Rishi Raj as CEO
