McCann Worldgroup Wins Ikea Account In Spain

McCann Worldgroup has been selected by IKEA, the leading Swedish home furnishings retailer, as agency of reference in Spain for the development of its new advertising strategy.

IKEA is an iconic brand which creativity has always been a reference in the sector and which ranks among the top three most liked brands in Spain. 

At the end of last year IKEA Ibérica, further to years of collaboration with SCPF, started a process to review the Spanish advertising sector with Grupo Consultores so as to find a new partner with experience, innovation capacity, integration of disciplines and creative excellence. During these months, McCann Worldgroup competed with Ogilvy Group, Grey Group and Del Campo S&S. 

Further to this evaluation period, IKEA has considered that McCann Worldgroup is the most adequate partner to work together with in the definition of its new advertising strategy and, with larger investment, look for new formulas, ideas and ways to get closer to the majority of people who wish to enjoy a better day to day at home. 

Gabriela Díaz Guardamino, Marketing Director of IKEA Ibérica, affirms regarding the process and selection of McCann Worldgroup, “The last months have been very rewarding.  We have had the chance to enjoy and test the enormous talent to be found in our country, the good work  many agencies are carrying out, and the great power of attraction a brand such as IKEA has. We believe that McCANN is a partner who understands our brand and towards where we are heading and we trust we will continue to be the preferred brand and place for home furnishings by the Spaniards." 

The McCann Worldgroup companies responsible for working in the definition of the new communication strategy for the Swedish brand will be McCann and MRM//McCann. The experience in the integration of disciplines, innovation capacity, as well as creative excellence, have been the key factors for IKEA to choose McCann. 

In the coming months both companies will work together in a global communication strategy where no barriers between disciplines will exist, in order to create a strategy whose challenge is to maintain the IKEA brand as the preferred place for home furnishings by the Spaniards.