Ikea keeps MEC after review


Ikea has re-upped with Mediaedge:cia for planning and buying in the U.S. after a global media review, beating out independent shop Horizon Media, according to AdAge. APA spokesperson for Ikea told Ad Age the agency’s use and integration of digital into the overall marketing strategy was the reason it stayed with Mediaedge:cia: “With the media landscape changing to online, the way they looked at digital, it was incorporated into the overall corporate strategy and not something in a silo or a subset.”

Ikea spent $90 million on measured media in 2008, according to TNS Media Intelligence, and $34.5 million in the first six months of this year.

As part of the review, Ikea also recently awarded its $16 million U.K. media account to Aegis’ Vizeum, which beat out the incumbent, MediaCom. Both Mediaedge:cia and MediaCom have held much of the retailer’s media business since 2005.