IKEA’s creative account has progressed to the chemistry stage, with five major agencies still in the running, according to industry reports. McCann, VML, Adam & Eve\TBWA, VCCP, and AMV BBDO have made the longlist as the Swedish home furnishings giant continues to oversee the pitch process internally.
The creative review surfaced in November, shortly after incumbent agency Mother confirmed it would not re-enter the pitch. Mother first won the business from BMB in 2010 and has since played a pivotal role in shaping IKEA’s brand communications over the past 16 years.
During its long-standing partnership with IKEA, Mother delivered several memorable campaigns such as Every Home Should Be a Haven, The Hare, and You’ll Always Find Me in the Kitchen at Parties. The agency’s more recent work included the IKEA Brighton initiative and the experiential project Hus of Frakta.
The current contenders include agencies that have recently undergone structural changes tied to major network consolidations. Adam & Eve/DDB merged with TBWA\London and MullenLowe Global to form Adam & Eve\TBWA, while IPG’s FCB London and MullenLowe UK have been integrated into AMV BBDO under the Omnicom umbrella.
