Mediaedge:cia extends grip on Ikea business

LONDON - Mediaedge:cia has extended its grip on the non-UK Ikea media planning and buying business by picking up the account for the home furnishing store in the Russian market.

The agency already handles the account in Sweden, Finland and the Netherlands. In the UK, Ikea's media is held by MediaCom.

WPP Group-owned Mediaedge:cia beat local Russian agency Sales Up and incumbent OMD to the business. Its first task will be to work with Ikea Russia's creative agency BBDO, owned by Omnicom, on the launch of the new IKEA catalogue, due out in March.

Alexander Nizhelskiy, managing director at Mediaedge:cia Russia, said: "We are very proud to have won the Ikea business. This is a fantastic brand, which welcomes creative media strategies. We are looking forward to establishing a strong working relationship with Ikea and helping support its business objectives."

The value of the account has not been disclosed but it is believed to worth several million pounds.

Formed out of the merger of CIA, formerly owned by Tempus, and The Mediaedge, the agency has a global network of 186 offices in 80 countries and billings of $16bn (£10bn).

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