WPP Media has been appointed as the Integrated Media Agency of Record for IKEA Malaysia. The three-year mandate has covered integrated media strategy, planning, and buying across channels.
The partnership has focused on using WPP Open, the company’s agentic marketing platform, to support campaign execution and customer engagement. IKEA Malaysia has aimed to use the platform to connect online browsing behaviour with in-store visits.
The mandate has included efforts to improve customer understanding through data-led insights, enabling more targeted media strategies and personalised experiences across touchpoints. The collaboration has also focused on creating a unified media approach to help the brand respond to market shifts and changing consumer behaviour.
Additionally, the partnership has aimed to drive measurable outcomes, including customer acquisition, loyalty for the IKEA Family programme, and return on media investment.
The appointment has built on WPP’s existing global relationship with IKEA, with ongoing partnerships across regions including Europe, MENA, India, Japan and Australia.
Helen McRae, CEO, SEAPAT (SE Asia, Pakistan, S Africa and Taiwan), WPP Media, commented: “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. Over the next three years, we’ll focus on connecting digital discovery to in-store experiences and driving sustainable growth for the IKEA brand.”
Amanda Low, Country Marketing Manager & PR, IKEA Malaysia, added: “Partnering with WPP Media marks an important shift in how we engage and connect with Malaysians. 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. This collaboration is a decisive step forward in accelerating our growth, and we look forward to unlocking new possibilities together.”
