IKEA Malaysia appoints new media agency

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IKEA Malaysia has appointed WPP Media Malaysia as its integrated media agency, handing the network a three-year mandate covering media strategy, planning and buying across all channels.

The appointment marks a shift in how the home furnishings retailer approaches media, with a stronger focus on data-driven and integrated campaigns aimed at connecting online engagement with in-store experiences.

According to the companies, the collaboration will focus on three key areas, such as deepening customer understanding, building a more agile and future-ready media approach, and delivering measurable business outcomes.

WPP Media said it will leverage data and predictive intelligence to better understand how Malaysians live and shop, enabling IKEA Malaysia to create more relevant and personalised experiences across touchpoints. The partnership also aims to help the brand respond more quickly to shifting consumer behaviours and local market dynamics.

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Central to the partnership is WPP Open, the network’s AI-led marketing platform, which the agency said, will be used to develop more personalised campaigns and improve the conversion of digital browsing into physical store visits.

In addition, there will be a strong emphasis on performance, with efforts directed at driving quality traffic, strengthening loyalty through the IKEA Family programme, and ensuring transparency and return on investment across media spend.

Amanda Low, country marketing manager and public relations at IKEA Malaysia, said the move signals a broader shift in the brand’s marketing approach. “Partnering with WPP Media marks an important shift in how we engage and connect with Malaysians,” she said.

“As the way people live continues to evolve, we are going beyond reach towards a deeper understanding of what matters at home. Their expertise in data-driven strategies and integrated media solutions empowers us to move with greater agility, delivering experiences that are relevant, genuine and meaningful for our customers at every touchpoint.”

Meanwhile, Helen McRae, CEO, SEAPAT(Southeast Asia, Pakistan, South Africa, Taiwan) at WPP Media, said the partnership reflects the growing importance of integrated, data-led media strategies. “We’re thrilled to partner with IKEA Malaysia on this transformative journey. This win underscores the power of our WPP Open AI-led media ecosystem to deliver deeper consumer understanding and measurable business impact,” she said.

“Over the next three years, we’ll focus on connecting digital discovery to in-store experiences and driving sustainable growth for the IKEA brand,” she added.

The appointment, WPP Media shared, builds on the agency's existing relationship with IKEA across markets including Europe, MENA (Middle East and North Africa), India, Japan and Australia.

In October 2025, IKEA Malaysia invited Malaysians to celebrate the joy of staying home with its month-long House Party activation, part of the broader "Staying at home is affordable" initiative. The brand’s Damansara, Cheras, Tebrau, and Batu Kawan stores were transformed into festival-like spaces filled with food, creativity, and interactive experiences.

The campaign’s execution was a coordinated effort between IKEA Malaysia and its agency partners, Archetype for public relations, PHD for media strategy and amplification, Transmute for digital and social content, while Design Bloc conceptualised and delivered the immersive in-store experiences.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.