Ikea’s marketing boss: ‘90% of brand building happens in store; advertising is relatively unimportant’
By Thomas Hobbs
He says the Swedish retail brand, which recently launched a new ad featuring jungle monkeys dismantling an Ikea kitchen, must look to recreate the buzz it had when it first launched in the UK 28 years ago.
Speaking to Marketing Week, Wright admitted that Ikea is still seen as “that quirky Swedish shop that sells furniture and meatballs” and says it is now looking to widen its perception.
“I think when we first came to the UK 28 years ago there was a huge buzz – we are looking to rekindle that and creative marketing has to play a big role,” Read full story ›
Source: Marketing Week
