News
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17 April 2018
LONDON: Campaigns from Diageo, Microsoft and Procter & Gamble are among the 19 from around the world that have been shortlisted for the WARC Awards’ Effective Use of Brand Purpose category.
News
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12 April 2018
OSLO: A retailer that has become emblematic of elegant Swedish design, IKEA’s traditional out-of-town business model is under threat.
Article
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Euromonitor Profiles, March 2018
This Company Profile from Euromonitor provides key details and analysis of Inter IKEA Systems BV.
Article
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Aaron Shields, Admap, March 2018, pp. 40-41
Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.
Article
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Tom Denford, WARC Best Practice, March 2018
Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.
Article
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Matthew Mee, Nigel Shardlow and James Alle, Admap, April 2018, pp. 10-12
Big brands have been criticised for allocating too much adspend to overly targeted digital media, but without much proof that it reaches and engages consumers, marketers might be tempted to abandon it altogether.
Case Study
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Institute of Communication Agencies, Bronze, CASSIES, 2018
Leon’s, the Canadian furniture retail company, repositioned its furniture as being part of the family to drive sales.
Opinion
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Carlos Grande, February 2018
Some clients withhold their permission for a case to be submitted for the IPA Effectiveness Awards. Here, the IPA Effectiveness Editor Carlos Grande shares seven ways to win them over.
Article
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WARC Best Practice, February 2018
Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.
Opinion
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Freya Williams, February 2018
Purpose has gained something of a reputation in marketing as merely window dressing. But Freya Williams of Futerra North America argues that this interpretation ignores the fundamental shift throughout the business world.
News
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01 February 2018
GLOBAL: IKEA has become a symbol of Swedish utility following the vision of its founder, Ingvar Kamprad, who passed away last week.
Article
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Johan Ekelin and Emma Barrebo, Admap, February 2018, pp. 17-19
More and more market sectors are facing uncertainty as they become challenged from two directions: big platform-based companies on the one side and challenger brands on the other.
Opinion
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Lucy Aitken, February 2018
Claudia Willvonseder is the CMO at IKEA Group and is the chair of the Effective Use of Brand Purpose category at the 2018 WARC Awards.
Gunn Report
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Gunn Creative, 2018
Contains the creative for the 'Ikea Retail Therapy' campaign for IKEA by the agency Akestam Holst in Sweden.
Article
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Lucy Aitken, WARC Exclusive, January 2018
Details how IKEA used emotional marketing in its Where Life Happens campaign to increase market share and brand perception.
News
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18 January 2018
GLOBAL: Executives from IKEA, Unilever and Ford Motor Company are among the judging panel being named today for the Effective Use of Brand Purpose category in the 2018 WARC Awards, a global search for next-generation marketing effectiveness.
Article
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Sam Peña-Taylor, Event Reports, WARC Event: Toolkit 2018, January 2018
Voice is growing apace, iProspect believes - this report explores some of the findings from the agency's recent research into the emerging technology.
Article
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WARC Best Practice, January 2018
Explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.
News
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02 January 2018
BEST OF 2017: Mis-steps from Pepsi and McDonald’s contributed to brand purpose being put under the spotlight in 2017, but proved the need to approach this subject thoughtfully, with reading on WARC providing a mix of ideas and practice.
Article
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J. Walter Thompson Intelligence, Research on WARC, December 2017
This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
Case Study
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Direct Marketing Association - UK, Bronze, 2017
Furniture retailer IKEA sent handwritten postcards to its mail subscribers to boost email opt-ins in the UK.
Case Study
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Integrated Marketing Communications Council Europe, Bronze, 2017
Fini, the Italian pasta brand, encouraged consumers in Italy to fry rather than boil pasta to show them that it could be cooked quickly.
Research Paper
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MRS Awards, Finalist, Social Media Research, 2017
IKEA, a multinational furniture brand, used Social Watching, an approach that utilises user-generated visual content, to gain insights into its brand equity.
Case Study
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Direct Marketing Association - UK, Gold, 2017
IKEA, the Swedish furniture retail company, blurred the lines between online and offline in order to encourage customers in the UK to sign up to its emails.
Article
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Michael Daley, WARC Exclusive, November 2017
This article outlines eight retail trends that are likely to shape Australian retail in 2018.
