Ikea Taps Dentsu’s Carat As Its US Media Agency

In a significant shift after more than six years, Ikea is changing its U.S. media agency. The renowned home goods retailer has confirmed that Dentsu’s Carat will take over its media business in the U.S. starting September 1. Previously, Ikea partnered with Wavemaker, a member of WPP’s GroupM.

An Ikea U.S. spokesperson highlighted that the company has “evaluated” its current needs and will transition to Carat at the end of its fiscal year, which concludes on August 31. The spokesperson did not clarify whether Ikea had conducted a formal review of its media operations or if Wavemaker had participated in any such review. “We look forward to working with the new team as we continue our transformation and growth in the U.S. market,” read the statement, which also expressed gratitude for Wavemaker’s contributions.

Carat’s appointment comes on the heels of Ikea’s recent move to streamline its global branding efforts. Last year, Ikea selected McCann, spearheaded by its Madrid office, to handle global branding. This strategic move aims to consolidate Ikea’s messaging across 30 markets and numerous stores. In February, Ikea launched its first global branding campaign with McCann, titled “Do Try This At Home,” emphasizing the home as a hub of creativity.

Dentsu, Carat’s parent company, already manages media for Ikea in various international markets, including Canada, China, South Korea, the U.K., and several European countries. This new partnership expands Carat’s footprint in Ikea’s global media strategy.

Meanwhile, a representative from Dentsu did not comment on the new partnership. A Wavemaker spokeswoman noted that GroupM agencies will continue to collaborate with Ikea across Europe and the Asia-Pacific region, including key markets like Germany, France, Australia, and India.

This development also marks another significant win for Carat USA, which has recently secured media business deals with Kraft Heinz and Papa Johns. As Ikea strengthens its presence and market share in the U.S., partnering with Carat underscores the retailer’s commitment to evolving its media strategy and sustaining growth.

In fiscal 2023, Ikea reported total retail sales of 47.6 billion euros, reflecting a 7% increase from the previous year. This transition to Carat is expected to further bolster Ikea’s marketing efforts and drive continued success in the competitive U.S. market.