WPP Media wins IKEA Malaysia account

WPP Media Malaysia has been named the Integrated Media Agency of Record for IKEA Malaysia, securing a three-year mandate covering media strategy, planning, and buying across all channels. The partnership will leverage WPP Open, the agency’s AI-driven marketing platform, to create campaigns designed to convert online browsing into in-store visits.

The collaboration aims to future-proof IKEA Malaysia’s media approach in a competitive, fragmented market. By using predictive intelligence and integrated media capabilities, the brand seeks to connect digital inspiration with physical store experiences, ensuring campaigns remain agile, data-driven, and aligned with evolving customer behaviour.

Three priorities will guide the partnership

The first focus is understanding customers better: WPP Media will transform complex data into actionable insights, enabling personalised experiences that link online content to in-store engagement.

The second priority is staying ahead: IKEA Malaysia will adopt a connected media approach that allows rapid adaptation to market changes, local tastes, and emerging media channels.

Finally, the partnership will concentrate on results: every media investment will be designed to attract high-quality customers, strengthen loyalty for the IKEA Family program, and provide transparent return on investment to support long-term growth.

Helen McRae, CEO, SEAPAT, WPP Media, said: "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. 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."

www.wppmedia.com

www.ikea.com

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