Ikea hands media mandate to Mindshare in New Zealand

Mindshare has been appointed media partner by Ikea in New Zealand as the Swedish furniture brand prepares to launch in the country. The agency will provide media services including planning and activation and will leverage Group M’s tech and data capabilities for the client as well.

According to a press release, Ikea’s brief emphasised that Swedish values associated with a sense of place and family—and those that have underpinned Ikea’s motivations—should align with New Zealand’s culture. The brand will launch its first store at Sylvia Park, followed by an online store in late 2025.

"With 482 stores in over 35 markets, we are now preparing to make a new home in New Zealand,” said Peter Moore, head of integrated media for Ikea Australia and New Zealand. “Mindshare demonstrated an 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.”

Hannah Joseph, who was recently promoted to managing partner for Mindshare New Zealand, will lead the Ikea account. Mindshare has already been handling media planning and activation for Ikea in Australia since 2017, as well as in other global markets such as India, Hong Kong, Bahrain and Belgium.

The Ikea hire follows a recent win for Mindshare when it beat out PHD to gain Unilever in the market after the FMCG giant launched a media review.