Ikea is reviewing its entire $444 million global media account, which is currently split between a range of agencies across five different holding companies. Ikea is No. 66 in the ranking of Top 100 Global Marketers compiled by Ad Age's Datacenter. In 2014, the vast majority of Ikea's spending – 79% – was in Europe, with 15% in the U.S. and less than 2% in Asia.

1. NEW BUSINESS PITCH
Everything is possible if you think in
opportunities

2. NAME BRAND PITCH TYPE
Media Work
MARKET
United States
DATE
March 1 , 2016
The Data You Need to Win This Pitch
st
DESCRIPTION
Ikea is reviewing its entire $444 million global media account, which is currently split between a range of agencies across five
different holding companies.
Ikea is No. 66 in the ranking of Top 100 Global Marketers compiled by Ad Age's Datacenter. In 2014, the vast majority of Ikea's
spending – 79% – was in Europe, with 15% in the U.S. and less than 2% in Asia.
Ikea kicks off a
$444 Million
Global Media
Review

3. Client Profile / Market
Ikea is a multinational group of companies that designs and sells
ready-to-assemble furniture (such as beds, chairs and desks),
appliances and home accessories.
Founded in Sweden in 1943 by then-17-year-old Ingvar Kamprad,
who was listed as one of the world's richest people in 2013.
The company is known for its modern architectural designs for
various types of appliances and furniture, and its interior design
work is often associated with an eco-friendly simplicity.[7]
In
addition, the firm is known for its attention to cost control,
operational details, and continuous product development,
corporate attributes that allowed Ikea to lower its prices by an
average of two to three percent over the decade to 2010 during a
period of global expansion.
As of March 2016, Ikea owns and operates 381 stores in 47
countries
FINANCIAL OVERVIEWCOMPANY BACKGROUND
MAIN COMPETITORS
2015 Sales (mil)
2015 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
351.915.000
350
NA
NA
NA
11.2%

4. + 2.9%+ 12%$ 98.23 bn
Furniture & furnishing
store sales in the U.S.
in 2015
Furniture market statistics
Compared to
2011’s sales
Annual rate growth
throught 2019
98.23 + 12% + 2.9%

5. Ikea’s Circular Economy Vision
“We will be increasingly
building a circular Ikea where
you can repair and recycle
products”
Steve Howard
Ikea’s head of sustainability
INCREASE by 20204x
$ 1.13 B
Of sustainable products sold in 2013
+ 58%
Compared to 2012 sales

6. Online sales are increasing
Internet sales of furniture
is expected to hit
$32b by 2018
By that year, the web will
also influence the
62%
of offline furniture sales.
US FURNITURE E-COMMERCE OUTLOOK
25
20
15
5
0
30
35
10
2014
20
2015
23
2016
26
2017
29
32
2013
15
2018F
18
SALES FORECAST (USD BIL.) WEB-INFLUENCED SALES
2013
2018
47% 49% 4%
62% 30% 8%
Web-Influenced
Offline Sales
Non-Web-Influenced
Offline Sales
Online Retail
Sales

7. 1
0.8
0.6
0.4
0.2
Sales of UPCYCLED items
from 8.000 in 2010
to +200,000 in 2014
SEARCHES WITHIN THE HOME FURNITURE CATEGORY
Upcycled items leading online sales
0
Rustic
0.3
Contemporary
0.25
Shabby Chic
0.15
Traditional
0.02
Vintage / Antique
1
Source: Google Data, January - July 2014, Indexed Search Query Volume (Home Furniture Category), United States
on
Sales of UPCYCLED items
up 89% in 2014
compared to 2013
on

8. ‘We will be increasingly building a
circular Ikea where you can repair
and recycle products’
UPCYCLIST
• • •
Steve Howard
Ikea’s head of sustainability
• • •

9. 69% Are Females
67% Are Married
76% Have no Children living at Home
THE UPCYCLIST
Upcycling, also known as creative reuse, is the process of
transforming by-products, waste materials, useless
and/or unwanted products into new materials or products
of better quality or for better environmental value.
QUICK DEFINITION
70% College Educated
Upcyclists: Who they are
IKEA
AUDIENCE CROSSOVERS
Females accounting for the majority
of Ikea’s audience (78%)
59% of Ikea’s audience is married
Ikea’s audience is composed
primarily by people living with a
children at home (60.3%)
68% of Ikea’s audience
frequented College.

10. ARTS, DESIGN & HOME DECORATION
READING
BEAUTY
POLITICS
The Upcyclists’ passions
IKEA
AUDIENCE CROSSOVERS
Reading isn’t one of Ikea’s audience
main passions.
(Readers trait pop: 94.3)
Arts, Design and Home Decoration
are popular interests for Ikea’s
audience too.
Political activism doesn’t catch
Ikea’s audience interest.
(Politically Active Pop: 71.6)
Beauty is one of the top interest of
individual following Ikea
(Beauty & Welness Aware - Pop: 172.2)

11. TOP GALLERIESTOP ARTISTS
Upcyclists & Arts
VISUAL ART & DESIGN
159.6
( popularity index )
ART APPRECIATORS
188.6
( popularity index )
IKEA
AUDIENCE CROSSOVERS
They share the interested in Visual
Arts (Pop Index: 127.4).
AVAM (108.1) and De Young
Museum (36.8) aren’t among their
favorite galleries.
Sue Bryce (135.6) and Simon Beck
(112.8) score good relevance index.
Grounds for Sculpture has positive
relevancy (120.2).
de Young Museum
Ground of SculptureLurie Belegurschi
Simon Beck
Sue Bryce

12. 150
TOP MAGAZINES
& WEBSITES
TOP BOOKSREADERS
144.1
( popularity index )
Reading
IKEA
AUDIENCE CROSSOVERS
Nourished Kitchen (120.3) and
Mother Earth News (104.6) have
positive relevance index
Websites (118.4) and Magazines
(136.5) have positive popularity
indexes, while Books (68.7) gather
low interest
100 Days of Real Food (150.8) and
Magic Tree House (137.8) is a book
gathering much interest.
Discworld is not a book that Ikea’s
audience would like to read.
112,5
37,5
0
75
Magazines
15
WebsitesBooks
Discworld

13. BEAUTY & WELLNESS AWARE
148.9
( popularity index )
Beauty & Wellness
IKEA
AUDIENCE CROSSOVERS
Burt’s Bees (151.8) is one of the
favorite brands of Ikea’s audience
Weight Watchers (147.7) and Tom’s
of Maine (135.1) are relevant brands
Makeup Geek (128.3) and
Makeup.com (133.4) are relevant
news sources
GreenMedInfo.com (79.7) is not a
relevant website for Ikea’s audience.
TOP BRANDS TOP SOURCES

14. SOCIAL ISSUES
& ADVOCACY
188.7
( popularity index )
TOP SOURCES
TOP
ORGANIZATIONSPOLITICALLY ACTIVE
177.8
( popularity index )
Politics & Activism
IKEA
AUDIENCE CROSSOVERS
Box Tops for Education is one of the
most relevant organizations
(155.1)
Social Issues are not particularly felt
(Pop. Index: 109.6)
Treehugger (76.1), Grist (77.4) and
NaturalNews (97.9)
Are scoring low relevance points
Climate Reality (38.6) and Sierra
Club (47.2) are scoring poor
relevance indexes.
Natural News

15. 62.5%
UPCYCLIST
Ikea - Upcyclists
Adherence
Ikea’s audience share
62.5% of the
Upcyclists’ favorite
interests and
passions.

16. CONSUMER
INSIGHTS SUITE
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