IKEA has moved to the final phase of its creative agency review for the UK and Ireland, narrowing the shortlist to three agencies: VML, Adam & Eve\TBWA, and VCCP.
The decision follows an extensive chemistry round that initially included five agencies. As the process progresses, McCann and AMV BBDO have been eliminated from contention.
The review was launched in November 2025 after long-standing incumbent Mother chose not to re-enter the pitch. Mother’s exit brings to a close a celebrated 16-year relationship with IKEA, during which the agency delivered several acclaimed campaigns, including The Hare, Silence the Critics, and You’ll Always Find Me in the Kitchen at Parties.
Notably, IKEA is managing the pitch process internally rather than appointing an external consultancy. The shortlisted agencies also reflect ongoing shifts within the advertising industry, with Adam & Eve\TBWA recently formed through the merger of Adam & Eve/DDB, TBWA\London, and MullenLowe Global.
While McCann has exited the UK and Ireland review, it continues to serve as IKEA’s global agency of record, a role it assumed in 2023.
During the transition, Mother will remain on the account until the end of IKEA’s financial year in August 2026, ensuring continuity across campaigns and operations.
Commenting on the ongoing review, Sarah Green, Head of Marketing at IKEA UK and Ireland, said: “As the creative review progresses, we believe it’s important to respect both the process and those involved. For this reason, it would be inappropriate to comment further at this time”.
IKEA is expected to announce its final agency decision in the coming months as it looks to shape the next phase of its creative strategy in the region.
Read more: Five Agencies Compete For IKEA’s Creative Account
