Work & Co | Agency Profile, Contacts, AOR, Client Relationships

• Effron joined the company in October 2020 and was most recently the VP of its digital deployment and rollout.
• She succeeded Umesh Sripad, who stepped down from the CDO position in early 2022.
• **Note: We have not yet confirmed an email address for Effron, so reach out to other DMs in the meantime.**
• The company will likely:
  • Continue increasing national TV spend
  • Shift its digital strategy
  • Return to higher digital spend
  • Conduct agency reviews
• Target demographic: 
  • Older millennials and Gen-X

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: In 2022, Ikea allocated roughly $46.8m toward national TV commercials, up 49% from the roughly $31.5m allocated in 2021.
  • 2022 ad programming: The retailer's 2022 commercials targeted the male-skewed audience of shows such as Friends, NFL Football, the 2022 NFL Draft, Diners, Drive-Ins and Dives, and Love It or List It.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: In 2022, the company's estimated full-year spend decreased by 36% to $17.3m from that of $26.9m in 2021.
  • 2022 data: Ikea earned around 2.1b digital impressions last year via Instagram (37%), Facebook (28%), desktop video (19%), desktop display (14%), and mobile display (2%) ads.
    • Top site destinations for last year's desktop video ads included youtube.com (74%), about.com, fandom.com, huffingtonpost.com, and seriouseats.com.
    • Ikea placed most of last year's desktop display ads site direct onto destinations such as fandom.com (22%), arstechnica.com, wired.com, yahoo.com, and chegg.com.
• Additional channel insights  
  • The company utilizes print (magazines), OOH, radio, and local broadcast.
  • Ikea sponsors podcasts such as NBC Nightly News With Lester Holt, The John Batchelor Show, Chapo Trap House, Louder with Crowder, and The Clark Howard Podcast.
  • The retailer also works with various influencers.

Additional agency insights:

• Opportunity: Effron's promotion could lead to agency reviews, so get in touch soon to get on her radar.
  • ​​​​​​​Considering her digital duties, digital hires are especially likely.
  • All of Ikea's agency partners are headquartered in NY, so an advantage may go to those in the NE.
• Current agency roster:
  • ​​​​​​​In-House: Media
  • : Media AOR
  • : Digital AOR
  • : PR AOR
  • : PR agency partner
  • : Creative and digital agency partner

Insight Sources: Broadcast insights estimated by Podchaser.​​​​​​​