This paper describes Partners BDDH's planning for the 'Work IKEA' campaign. It describes how the agency focused on the client's organisational culture (rather than just the consumer) to devise an in-store campaign to attract customers to a new section in IKEA stores selling home-office and office furniture.
Agency: Partners BDDHAuthor: Sarah Heard

How Work Can Be More Fun Than Fun

'Enjoy Life. Work IKEA'


Most definitions of Account Planning revolve around the consumer perspective: finding consumer insights, developing a better understanding...