IKEA Indonesia appoints media agency following regional pitch

IKEA Indonesia has appointed H+/i-dac Indonesia as its media agency of record after a competitive regional pitch managed by DFI, awarding the Hakuhodo International Indonesia agency a two-year mandate to oversee the retailer's data-driven media strategy in the country.

The account will be led locally by i-dac Indonesia, part of Hakuhodo International Indonesia, in coordination with H+'s regional network. The partnership aims to strengthen customer engagement across digital and physical touchpoints through integrated media planning and data-led execution.

According to the companies, the collaboration will focus on delivering more connected, customer-centric experiences while improving media effectiveness to support IKEA Indonesia's long-term growth ambitions.

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Muhammad Taufiqurrakhman, country marketing manager at IKEA Indonesia, said H+/i-dac Indonesia differentiated itself during the pitch through its consumer insight capabilities and measurable media approach.

"During the pitch, H+/i-dac Indonesia stood out with its unique audience understanding, which they call sei-katsu-sha, combined with a data-driven full-funnel approach that measures media investments against tangible results at the retail level. The team who will serve us is a young, professional team that is really passionate about working on our brand. We believe this partnership will support IKEA's growth and help us deliver greater value to the consumers we serve," he said.

Fitri Rizayati, managing director of i-dac Indonesia, said the agency will combine strategic planning with data and technology to help the home furnishing retailer strengthen its relationship with Indonesian consumers.

"We are delighted to partner with IKEA Indonesia as they continue to evolve and strengthen their connection with consumers across the country," Rizayati said. "By combining strategic thinking, data, technology, and a deep understanding of consumer behaviour, we look forward to helping create meaningful customer experiences that drive measurable business impact."

Devi Attamimi, group CEO of Hakuhodo International Indonesia, said the partnership reflects the significance of the IKEA brand in the local market and the agency's ambition to support its continued growth.

"IKEA is a brand Indonesians genuinely love, so being trusted to help shape how they connect with people here means a lot to all of us at i-dac and across the H+ regional team. We look forward to bringing our Value Design thinking into this partnership to help IKEA continue growing in ways that create value for both the business and the people it serves," she said.

The appointment adds IKEA Indonesia to H+/i-dac Indonesia's portfolio of regional clients, which includes Netflix, and further strengthens Hakuhodo's presence in Indonesia's retail sector.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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