IKEA: The Wonderful Everyday – Six years and counting

IKEA, a furniture retailer, renewed its market-leading position with a creative campaign that combined surreal imaginings with everyday life.

Campaign details

Brand: IKEAClient: IKEAAgency: Mother London / Vizeum

The greatest secret to long-term success? Today.

What defines this paper is not a singular moment of bolt-from-the-blue strategic genius, nor the gestation of a one hit wonder piece of thinking to capture a now (fading) zeitgeist.

Instead this is a portrait of the strategist as a custodian of a brand's best interests long into the future, through constant application in the here and now.

In doing so strategy must help us overcome our biases to focus on big yet fleeting occasions, and instead create change...

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