Al-Futtaim IKEA Appoints Memac Ogilvy to Lead PR and Influence, Renews Creative Partnership

Dubai, United Arab Emirates, 28 January 2025: Memac Ogilvy announced today that it has been selected by Al-Futtaim IKEA as the lead agency to drive public relations and influence. This significant win, in addition to renewing the creative partnership mandate, positions the agency as the integrated powerhouse to amplify IKEA’s market leadership across the region.

Memac Ogilvy will deliver the full suite of PR and influence services, including campaign development and execution, press office management, and thought leadership programs. The mandate also covers developing and executing influencer engagement strategies across the UAE, Qatar, and Oman. The win follows a highly competitive pitch process, underlining Memac Ogilvy’s position as IKEA’s trusted communications partner in the region.

With the renewed advertising contract, Memac Ogilvy will also play a fundamental role in driving the company’s growth across the three markets through strategic and creative campaigns and activations. The agency will focus on enhancing IKEA’s brand equity by setting new creative benchmarks in the retail sector and contribute to enhancing its commercial performance across online and offline channels.

Ghassan Maraqa, CEO – MENA at Memac Ogilvy, said: “We are honoured to continue our long-standing partnership with IKEA, one of the most loved brands in the region. As IKEA grows its market share through well-designed, high-quality furnishings made with care for people and the environment, we are committed to supporting their journey with our integrated approach to PR, influencer engagement, and advertising. This partnership reflects the trust IKEA places in our ability to deliver impactful, creative solutions, and we look forward to amplifying their impact across the region through this expanded mandate.”

Saad Abu Touq, Managing Director – PR, UAE, at Memac Ogilvy, added: “IKEA is one of the world’s most admired brands and we are incredibly excited about our partnership to work with them, providing not only Public Relations services but also the fast-growing field of influence. We see this as another opportunity to demonstrate our strengths in delivering impactful integrated solutions, and are committed to curating compelling stories and results-oriented campaigns for IKEA. The influencer engagement mandate highlights the increasing importance of innovative and dynamic communications strategies, and we will leverage our proven expertise to support IKEA in its continued growth across the region.”

Carla Klumpenaar, General Manager of Marketing, Communication, HF and Retail Design at IKEA, said: “Memac Ogilvy has consistently demonstrated a strong understanding of our brand and values. Their integrated approach to communications – from public relations to influencer engagement and strategic creativity – will play a crucial role in amplifying IKEA’s presence and strengthening our connection with consumers. Together, we will create impactful campaigns that reflect our commitment to creating a better everyday life for many people.”

Memac Ogilvy has consistently delivered award-winning creative campaigns for IKEA, including “Time to Take What’s Theirs”, a pet campaign, “Iconic Outdoors,” and many others. The agency’s work has been recognised at the Dubai Lynx Awards, Cannes Lions International Festival of Creativity, One Show, D&AD, and Clio.