IKEA has confirmed it has kicked off a review of its €400m ($430m) global media arrangements, with plans to reassess its current fragmented international approach.

The business is split between several agencies across five holding groups, including Dentsu Aegis Network’s Vizeum in the UK and WPP’s MEC in several European markets, the US and China.

The Swedish furniture retailer may now choose to consolidate the number of agency partners it works with, and adopt a more streamlined international approach.

The review will be handed by ID Comms.

An IKEA spokesperson said: “As part of our commitment to the ongoing improvement of our media and marketing governance, IKEA periodically evaluates all marketing service suppliers to ensure we maintain the best working relationships with the best agency partners.

“IKEA is currently in the process of reviewing its media agency suppliers globally. ID Comms, our media consultancy partners, will be helping us facilitate this process. We will continue to work with our incumbent agencies in each local market during this process.”

IKEA has won many plaudits for its advertising, and in 2011 was named Advertiser of the Year at the Cannes Lions Festival.