IKEA Indonesia appoints agencies to deepen local, community-led brand engagement

IKEA Indonesia has appointed GEMA Creative Network and Ambilhati to support its branding and marketing agenda, as the home furnishing retailer looks to strengthen consumer engagement through localised messaging, community programmes and experience-led initiatives.

The collaboration, which follows a pitch process that began in the first quarter of 2026, will run for one year. Financial terms of the account were not disclosed.

The appointment reflects IKEA Indonesia's strategy to build stronger relationships with consumers beyond traditional furniture purchase cycles, focusing instead on creating experiences that keep the brand relevant in customers' everyday lives.

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Under the partnership, GEMA and Ambilhati will support IKEA Indonesia's branding and marketing efforts through localisation, community engagement and in-store experiences designed specifically for the Indonesian market. Initial activations have already begun across Jakarta, Tangerang and Surabaya, with more initiatives expected to roll out throughout the year.

Early programmes include Junior Camp for IKEA Family members during the school holiday period, as well as a gastronomy experience developed with the Marine Stewardship Council (MSC), the certification body associated with IKEA's sustainably certified salmon.

According to GEMA, the brief centres on strengthening IKEA Indonesia's brand affinity. Rather than focusing solely on encouraging consumers to replace furniture, the retailer aims to remain part of customers' lives even when they are not actively renovating or redecorating their homes.

The agency said it was selected for its ability to localise brand messages, cultivate communities and create consumer experiences that foster stronger emotional connections with brands.

"Since furniture replacement does not happen every month or even every year for most people, IKEA can still stay close by offering fun, relevant, and memorable experiences even when consumers are not actively changing their homes," GEMA said.

GEMA Worldwide co-founder and CEO Eveline Anastasia said IKEA's purpose had always gone beyond beautiful furniture, with GEMA's role extending beyond campaign development.

"It is about helping a global brand become more locally loved and culturally relevant, while helping Indonesian families create their own stories with us," she said. "That is the kind of brand love we want to build: one that lives beyond transactions and smoothly becomes part of everyday life."

M. Taufiqurrakhman, country marketing manager of IKEA Indonesia, reaffirmed IKEA's commitment to becoming a trusted partner for Indonesian families throughout their family journey.

"Through stronger local engagement, community-led programmes, and meaningful in-store experiences, we hope IKEA can become a place people come to not only when they need home furnishing, but also when they want to spend time, enjoy food, discover ideas, and create memories together," he said.

"Our purpose is to serve a better everyday life, and this partnership will help us bring that purpose closer to more families across Indonesia."

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