IKEA Alsulaiman has appointed FP7 McCANN as its creative agency of record across Saudi Arabia and Bahrain following a competitive pitch, expanding its partnership with the Middle East Communications Network (MCN).
The appointment builds on IKEA Alsulaiman’s existing relationship with MCN, with Initiative MENAT already managing the brand’s media remit in Saudi Arabia. The expanded partnership is aimed at bringing together creative and media capabilities to deliver more integrated and consistent brand communications across the two markets.
Under the mandate, FP7 McCANN will oversee the full creative process, including strategy and conceptual development. The work will be led jointly by the agency’s UAE and Riyadh offices, combining regional creative expertise with local market insights to strengthen IKEA’s brand presence and customer engagement in Saudi Arabia and Bahrain.
Earlier this year, IKEA Alsulaiman and FP7 McCANN collaborated on the “Step Buy Step” campaign, launched on World Health Day. The initiative turned the distance customers walk through IKEA stores into a wellness-focused experience, encouraging healthier lifestyles in line with Saudi Arabia’s Vision 2030 Quality of Life Program.
Rami Rihani, Chief Marketing and Communication Officer at Alsulaiman Group, said: “Our ambition is to continue strengthening IKEA’s connection with customers while remaining true to the values and distinctive identity of the brand. FP7 McCANN’s appointment as our creative partner brings together strategic rigour and creative excellence to further position IKEA as a brand committed to creating a better everyday life for the many people. This appointment reflects our commitment to building the brand with greater consistency, relevance and long-term impact.”
Tarek Ali Ahmad, Managing Director, FP7 McCANN UAE, said: “This mandate gives us the opportunity to shape a connected creative vision for IKEA across Saudi Arabia and Bahrain, while responding to the distinct behaviours and cultural nuances of each market. Our focus will be on developing an enduring brand platform supported by product- and occasion-led communications that drive both customer engagement and business growth. It is a remit that demands consistency at scale without losing the local relevance that makes the work meaningful.”
FP7 McCANN, established in Beirut in 1968, is a full-service creative agency with operations across 14 countries. It is part of McCann and the Middle East Communications Network (MCN), which is owned by Omnicom.
IKEA Alsulaiman, part of Alsulaiman Group, represents IKEA in Saudi Arabia and Bahrain and has more than four decades of retail experience in the region.
