VCCP has been appointed as the creative agency for IKEA UK & Ireland following a competitive multi-agency pitch process.
According to reports, the final stage of the review saw VCCP competing against Omnicom’s Adam & Eve/DDB TBWA and WPP’s VML. Earlier in the process, McCann and AMV BBDO were eliminated from the shortlist.
The appointment marks the end of a 16-year partnership between IKEA and incumbent agency Mother, which chose not to participate in the review. During its tenure, Mother created several of IKEA’s most memorable campaigns, including the long-running “The Wonderful Everyday” brand platform.
VCCP is expected to continue working with the established tagline as IKEA navigates a challenging retail environment shaped by rising supply chain costs and increasingly price-conscious consumers.
Meanwhile, the review of IKEA’s media business remains ongoing. The account is currently handled by Dentsu’s iProspect, with a decision yet to be announced.