Ikea has issued a request for information to multiple media agencies, as part of a “routine assessment of the global media landscape”. An RFI is typically the first stage of a procurement process, leading to a review.
Currently, the retailer’s global media planning and buying account is with Dentsu’s iProspect. The partnership has won a series of awards in the UK, including Campaign Media Week and Campaign Media Awards.
A spokesperson for Ikea said: “There is no media agency review currently taking place. Ingka Group is conducting a request for information as part of a routine assessment of the global media landscape.
“This process is separate from the UK creative agency review, which is ongoing.”
Campaign initially reported on Ikea’s creative review in November 2025 and later revealed that incumbent Mother had declined to repitch for the account. Currently, VML, Adam & Eve\TBWA and VCCP are pitching for the creative account.
IProspect declined to comment.
Source: Campaign UK
