In the latest episode of Marketing Week’s podcast series, Ikea and long-term creative partner Mother London discuss why ambition, honesty and accountability frees them from a fear of the obvious.
A decade long agency relationship built on trust and consistency convinced Ikea to run with its 2019 Christmas campaign ‘Silence the Critics’, despite the concept floundering in pre-production tests.
Analysts argue the decision by brands such as Kopparberg, Ikea and Nivea to pull advertising from GB News could be “a dangerous game to play” but suggest it will likely blow over quickly in the same way the Facebook boycott did last year.
After nine years leading marketing at Ikea, Peter Wright has ambitious plans to grow the Specsavers brand using his global expertise, purpose-driven mindset, and hands-off approach to leadership.
Wright replaces Katherine Whitton, who announced her departure from the Guernsey-based business late last year.
By better understanding consumers’ desire for sustainable consumption Ikea has been able to implement a number of new initiatives as part of its ‘human-centric, conscious agenda’.
Ikea’s new campaign aims to tackle the issue of sleep problems amid Covid-19 and position its products as the answer.
Despite having to shutter their outlets, brands from food to furniture are finding new ways to connect with consumers and help on the crisis frontline.
Following its £170m acquisition of the Kings Mall in London’s Hammersmith, Ikea is on a mission to rejuvenate UK retail. But what does this mean for the wider shopping centre sector?
The streetwear tradition of limited-edition ‘drops’, coupled with the increased importance of the secondary market, is bringing added hype to the high street.
Ikea hopes to help Britons recover from ‘home shame’ by showing them how little changes can brighten up a house and get it reading for festive hosting.
Tired of a throwaway culture based on cheap products, shoppers are increasingly opting to rent products, from fashion to furniture, in their search for sustainable solutions that suit modern attitudes to ownership.
In spite of a challenged high street, retailers lead YouGov BrandIndex’s brand health rankings, while Netflix takes the top spot for most improved.
Ikea’s innovation and sustainability commitments have positioned it above competitors in consumers minds, earning it a nomination for Marketing Week Masters Brand of the Year, powered by YouGov.
Digital channels are often looked upon as a world of metrics and short-term thinking, but there are opportunities for brands to be creative if activity is underpinned by branding basics.