PHD moves in with IKEA

IKEA, the world’s largest furniture retailer, has appointed PHD as its media agency of record across Singapore, Malaysia and Philippines. Following a competitive media review, the appointment will see the award-winning agency take on the complete media planning and buying duties for the Swedish multinational for a duration of two years.

Guided by PHD’s proprietary platform Omni Studio, the agency clinched the account by displaying a strategic approach that enables innovative and meaningful end-to-end consumer experiences that deliver better business outcomes. Coupled with its challenger mindset, PHD sealed the regional win with another pivotal factor – an undeniable synergy between IKEA and PHD around the shared values of openness, trust and transparency.

“Amongst the various agency we’ve met, PHD displayed strong and relevant thought processes in their approach to media in the region, that is also complemented with a competitive pricing strategy. But what’s more important is they had a very honest and humble approach to the business, a value that IKEA holds true to heart,” said Nigel Richardson, SEA Regional Marketing Director, IKEA.

‘This appointment is a testament to PHD’s challenger approach, combining the power of agile data strategies from Omni Studio and the agency’s focus on creativity and collaboration to drive innovative and impactful communications for the client,” said James Hawkins, CEO, PHD APAC. ‘We are delighted to partner IKEA and look forward to unlocking growth opportunities and driving further innovations in the business,” he added.

Transition from the incumbent agency will take place over the next few months.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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