WPP Media Malaysia has been appointed as the integrated media agency of record for Ikea Malaysia, following a competitive pitch.
The three‑year mandate covers strategy, planning and buying across all media channels, marking a shift in how the home‑furnishings giant connects with consumers in one of its fastest‑growing Southeast Asian markets. The pitch process concluded in early 2026.
Ikea Malaysia’s media account was previously held by Omnicom Media Group (PHD Malaysia), which held the account in key Southeast Asia markets in Singapore, Malaysia and the Philippines from 2021.
Under the new partnership, WPP Media will use its WPP Open platform, to drive more personalised and connected campaigns that link digital discovery with physical retail visits. The agency said the collaboration will translate online browsing data into insights that guide footfall‑driving initiatives and in‑store engagements, reinforcing Ikea's 'Life at Home' positioning for Malaysian households.
“This win reflects the power of our WPP Open AI‑led media ecosystem to deliver deeper consumer understanding and measurable business impact,” said Helen McRae, CEO of WPP Media for SEAPAT (Southeast Asia, Pakistan, South Africa and Taiwan). “Over the next three years, we’ll focus on connecting digital discovery to in‑store experiences and driving sustainable growth for the IKEA brand.”
Amanda Low, country marketing manager and PR lead for Ikea Malaysia, said, "Partnering with WPP Media marks an important shift in how we engage Malaysians. Their expertise in data‑driven strategies and integrated media solutions empowers us to move with greater agility and deliver experiences that are both genuine and meaningful.”
The win expands WPP Media’s relationship with the Swedish giant, which already spans Europe, India, Japan, Australia and MENA.
Source: Campaign Asia Pacific
