Kuala Lumpur, Malaysia – WPP Media Malaysia has been appointed as the integrated media agency of record for IKEA Malaysia, securing a three-year mandate that covers integrated media strategy, planning, and buying across all channels.
The appointment marks a new phase in the retailer’s media strategy as it aims to strengthen how it connects with Malaysian consumers across both digital and physical touchpoints. Through the partnership, campaigns will be supported by WPP Open, WPP’s marketing platform designed to enable more personalised and data-driven media activations.
According to the companies, the collaboration will focus on using predictive intelligence and integrated media capabilities to help translate online engagement into in-store visits, while allowing the brand to respond more quickly to changes in consumer behaviour and the evolving media landscape.
The partnership will prioritise three areas: improving customer understanding through the use of data insights, building a more connected media ecosystem to help the brand adapt to market changes, and delivering measurable outcomes tied to business growth. These efforts are expected to support customer acquisition, strengthen engagement with the IKEA Family programme, and provide clearer visibility on media investment returns.
The appointment in Malaysia also builds on the broader global relationship between WPP Media and IKEA, with existing collaborations already in place across markets in Europe, the Middle East and North Africa, 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.”
Meanwhile, Amanda Low, Country Marketing Manager & PR, IKEA Malaysia, said, “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.”
She added, “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.”
