Riyadh, Saudi Arabia – 27th July 2026: IKEA Alsulaiman has appointed FP7 McCANN as its creative agency of record across Saudi Arabia and Bahrain following a competitive pitch.
The appointment marks an expansion of IKEA Alsulaiman’s relationship with Middle East Communications Network (MCN), building on its existing media partnership with Initiative KSA in Saudi Arabia. FP7 McCANN’s creative mandate across Saudi Arabia and Bahrain brings together complementary creative and media expertise within the network, establishing a multidisciplinary agency model designed to deliver greater strategic alignment, consistency and impact across IKEA Alsulaiman’s brand communications in the region.
The agency’s remit spans the full creative process, encompassing strategic and conceptual development. Delivered through close collaboration between FP7 McCANN’s UAE and Riyadh offices, the work will combine local market understanding with regional creative expertise, supporting IKEA’s brand ambition and deepening its connection with customers across Saudi Arabia and Bahrain.
Earlier this year, IKEA Alsulaiman and FP7 McCANN have also worked together on “Step Buy Step”. Launched on World Health Day, the campaign transformed the distance customers naturally walk through IKEA stores into a rewarding wellness experience, creating significant buzz and high levels of customer engagement by connecting a familiar IKEA shopping behaviour with Saudi Arabia’s wider ambition to encourage healthier, more active lifestyles in alignment with Vision 2030’s 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.”
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