Five agencies vying for Ikea creative account

Five agencies are competing for the Ikea creative account, Campaign has learned. 

McCann, VML, Adam & Eve\TBWA, VCCP and AMV BBDO are on the longlist for the review, which is currently at the chemistry stage. 

The process came to light in November, with incumbent agency Mother declining to repitch for the Swedish furniture manufacturer after a 16-year relationship.

Ikea is handling the review internally. 

When Mother announced it had declined to repitch for the account, Katie Mackay-Sinclair, partner at Mother, said it was "a difficult decision". She added, "We truly believe we can't prove anything in a pitch that we don't prove every day. Ikea will always be part of Mother's story and we wish our friends at Ikea all the best for the future."

Sarah Green, head of marketing at Ikea, said the brand was "deeply grateful for [Mother's] creativity, collaboration, and the contribution they’ve made to our business". 

Ikea and all five of the competing agencies declined to comment. 

Mother took over the Ikea creative account from BMB in 2010 following a review. It has created campaigns such as 'Every home should be a haven', 'The hare' and 'You'll always find me in the kitchen at parties.'

It has also released recent work such as “Ikea Brighton” and the immersive experience 'Hus of Frakta'.

Three of Ikea's competing agencies, McCann, Adam & Eve\TBWA and AMV BBDO, have been impacted by Omnicom’s restructure following its acquisition of Interpublic. 

Adam & Eve/DDB has merged with TBWA\London and MullenLowe Global, becoming Adam & Eve\TBWA. IPG shops FCB London and MullenLowe UK have merged into Omnicom’s AMV BBDO.