IKEA ALSULAIMAN APPOINTS FP7 MCCANN AS CREATIVE AGENCY OF RECORD

IKEA Alsulaiman has appointed FP7 McCANN as its creative agency of record across Saudi Arabia and Bahrain, expanding its partnership with Middle East Communications Network. The mandate unites creative and media expertise, delivering strategic alignment and impactful brand communications while reinforcing IKEA’s customer connection and long-term brand relevance in the region.

FP7 McCANN’s remit spans the full creative process, from strategic and conceptual development through to execution. The work will be delivered through close collaboration between FP7 McCANN’s UAE and Riyadh offices, combining local market understanding with regional creative expertise. This approach is intended to support IKEA’s brand ambition and deepen its connection with customers across Saudi Arabia and Bahrain, ensuring that campaigns resonate both culturally and commercially.  

The partnership builds on recent collaboration between IKEA Alsulaiman and FP7 McCANN, most notably the “Step Buy Step” campaign launched on World Health Day. The initiative transformed the distance customers naturally walk through IKEA stores into a rewarding wellness experience, aligning with Saudi Arabia’s Vision 2030 Quality of Life Program. By connecting a familiar shopping behaviour with the nation’s wider ambition to encourage healthier lifestyles, the campaign generated significant buzz and high levels of customer engagement, demonstrating the potential of creative ideas rooted in local context.  

Rami Rihani, Chief Marketing and Communication Officer at Alsulaiman Group, emphasised the strategic importance of the appointment. “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 of FP7 McCANN UAE, highlighted the opportunity to shape a unified creative vision across the two markets. “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.”  

The appointment positions IKEA Alsulaiman to strengthen its brand presence across Saudi Arabia and Bahrain, leveraging FP7 McCANN’s creative expertise and MCN’s integrated network capabilities. By aligning creative and media under one umbrella, the partnership aims to deliver impactful storytelling that reinforces IKEA’s role as a brand committed to everyday better living, while ensuring relevance across diverse cultural contexts.