Ikea builds employer brand in Roblox to attract ‘new generation’ of workers
Josh StephensonThe furniture company is taking a novel approach to attracting new talent to its organisation.
This Much I Learned: Ikea’s Kemi Anthony on avoiding the obvious
Charlotte RogersIn 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.
Ikea on why agency relationships need consistency to thrive
Matthew ValentineA 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.
What impact will brands snubbing GB News have long term?
Manny PhamAnalysts 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.
How Specsavers’ new CMO plans to ‘add more meaning’ to the brand
Michaela JeffersonAfter 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.
Ikea’s Peter Wright takes over as Specsavers CMO
Michaela JeffersonWright replaces Katherine Whitton, who announced her departure from the Guernsey-based business late last year.
How Ikea is using digital to gain ‘richer customer insight’
Lucy TesserasBy 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 reimagines the tortoise and the hare to highlight the benefits of sleep
Marketing Week ReportersIkea’s new campaign aims to tackle the issue of sleep problems amid Covid-19 and position its products as the answer.
Brands in hibernation: How marketers are staying connected with customers
Charlotte RogersDespite having to shutter their outlets, brands from food to furniture are finding new ways to connect with consumers and help on the crisis frontline.
Can Ikea spark a UK shopping centre revival?
Matthew ValentineFollowing 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?
How the streetwear spirit is transforming mainstream retail
Matt BarkerThe streetwear tradition of limited-edition ‘drops’, coupled with the increased importance of the secondary market, is bringing added hype to the high street.
Ikea launches first Christmas ad with ‘irreverent’ take on festive hosting
Sarah VizardIkea 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.
The rental economy: ‘It’s not a trend, it’s a movement’
Matthew ValentineTired 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.
John Lewis, Ikea and M&S top UK brand health rankings
Ellen HammettIn spite of a challenged high street, retailers lead YouGov BrandIndex’s brand health rankings, while Netflix takes the top spot for most improved.
Brand of the Year shortlist profiled: Ikea
Michael BarnettIkea’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.