Mindshare wins IKEA account for NZ

Ahead of its much-anticipated launch in New Zealand, IKEA has appointed GroupM agency Mindshare as its media agency partner.

Mindshare will play a critical role in IKEA’s launch, helping establish the Swedish furniture retailer in New Zealand. IKEA is set to open the doors of its first store at Sylvia Park in Auckland, together with its online store, in late 2025. Construction began in June 2023.

Key to the brief was to understand the unique culture of New Zealand, and how the Swedish values that are a part of IKEA’s culture align with New Zealand’s emphasis on place and family.

IKEA will tap into Mindshare’s strategic transformation consultancy as well as the tech and data capability underpinned by GroupM to deliver media services from planning to activation.

Mindshare already works with IKEA in Australia, a relationship established in 2017, as well as other regions around the globe.

The expansion of the relationship to Aotearoa demonstrates the strength of the partnership and alignment of values between IKEA and Mindshare’s ‘Good Growth’ proposition.

Peter Moore, Head of Integrated Media, IKEA Australia and IKEA New Zealand, says: “With 482 stores (including city stores), in over 35 markets, we are now preparing to make a new home in New Zealand. We’re thrilled to expand our trusted partnership with Mindshare across the ditch and this is another important step towards saying ‘hej’ to New Zealanders.

“Mindshare demonstrated a unique ability to understand the cultural nuances and media intricacies of the New Zealand market, aligned with a deep understanding of our values and business needs and how to bring those together.

“We’re excited to work with the local team to bring our wide range of well-designed, functional home furnishing products at affordable prices to Kiwis for the first time.”

The account will be led by Hannah Joseph, who was recently promoted to Managing Partner for Mindshare New Zealand.

John Halpin, GroupM CEO, says: “IKEA is an iconic brand that we’re proud to work with in other markets around the world. Their vision to “create a better everyday life for the many people” aligns perfectly with GroupM’s ambition to “make advertising work better for people”.

“New Zealanders have been awaiting the arrival of IKEA on our shores for years and we’re thrilled to be part of the journey to bring IKEA’s clever innovation, smart design and affordable homewares to New Zealand for the first time.”

The win comes hot on the heels of Mindshare New Zealand’s recent win of Unilever, and adds to the positive momentum across GroupM since Halpin joined as CEO in June 2023.

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