Brand Watch: Ikea

In 2015 Ikea saw sales up 112 YTY with CEO Peter Agnefjaell reporting that the company anticipates online sales accounting for 10 of revenue by 2020 IKEA plans to expand ecommerce into all markets by that time according to Agnefjaell in an interview with Bloomberg Considering that consumers have long sought Ikeaamp8217s outlet centers as shopping destinations the companyamp8217s investment in ecommerce is significantAnother significant development is the rumor that rapper Kanye West may be launching a design collaboration with the brand after he was seen visiting the flagship IKEA store in Sweden on March 8 West is no stranger to controversy so this unconfirmed partnership could be subject to criticismWith reviews underway for major media accounts including Walmart ETrade Delta and Abbot Laboratories is 2016 shaping up to be Reviewmageddon Part 2 We turned to our sources for all the needtoknow stats and figures on IkeaIKEA spent 804 million in measured media in the US in 2015 which is 15 lower than the 2014 national totalWhile IKEA has split its global account across several agencies MEC has handled its US media buying and planning since 2005 MEC successfully defended the business in 2009 after IKEAamp8217s last reviewWhile MEC part of WPPamp8217s GroupM handles domestic planning and buying in the US Dentsu Aegis Networkamp8217s Vizeum picked up IKEAamp8217s UK business from GroupMamp8217s MediaCom in 2009Who will win ultimately land the IKEA account Will Kanye West soon be featured in an ad campaign near you Only time will tellGet profiles on 30K advertisers and find the contact information for the decision makers you need to reach at AccessConfidentialcomImage at top courtesy of Corbis The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Brand Watch: Ikea

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Brand Watch: Ikea

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