AUCKLAND, Today: IKEA is all set to enter New Zealand and has chosen GroupM’s Mindshare as its media partner for the launch. They’re tasked with helping set up the first IKEA store in Sylvia Park and launching the online store by late 2025.
Understanding the unique New Zealand culture and aligning it with IKEA’s Swedish roots was crucial. Mindshare will use its strategic consultancy skills and GroupM’s tech and data resources to ensure top-notch media services, from planning to activation.
Having worked with IKEA in Australia since 2017, and other global markets, Mindshare is now ready to strengthen this relationship in Aotearoa, reflecting their solid partnership and shared values.
Peter Moore, Head of Integrated Media for IKEA in both Australia and New Zealand, commented, “With 482 stores in over 35 markets, we are now preparing to make a new home in New Zealand.
“We’re thrilled to expand our trusted partnership with Mindshare across the ditch and this is another important step towards saying ‘hej’ to New Zealanders.
“We’re thrilled to expand our trusted partnership with Mindshare across the ditch and this is another important step towards saying ‘hej’ to New Zealanders.”
“Mindshare demonstrated a unique ability to understand the cultural nuances and media intricacies of the New Zealand market, aligned with a deep understanding of our values and business needs and how to bring those together.
“We’re excited to work with the local team to bring our wide range of well-designed, functional home furnishing products at affordable prices to Kiwis for the first time.”
Hannah Joseph, recently promoted to Managing Partner at Mindshare New Zealand, will lead the account.
John Halpin, CEO of GroupM, says, “IKEA is an iconic brand that we’re proud to work with in other markets around the world. Their vision ‘to create a better everyday life for the many people’ aligns perfectly with GroupM’s ambition ‘To make advertising work better for people’.
“New Zealanders have been awaiting the arrival of IKEA on our shores for years and we’re thrilled to be part of the journey to bring IKEA’s clever innovation, smart design, and affordable homewares to New Zealand for the first time.”
This partnership comes right after Mindshare New Zealand’s recent success in securing the Unilever account, adding to GroupM’s positive momentum since John Halpin took over as CEO in June 2023.
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