IKEA Named Cannes Lions’ Advertiser of the Year
Swedish home furniture giant IKEA has been named the Advertiser of the Year by the Cannes Lions International Festival of Creativity for its “creative, unconventional and humorous” advertising, the festival said.
Significantly, the retail company was singled out for its ability to “localise its global target market” by running campaigns that vary and adapt across different countries and cultures, Cannes Lions said.
“IKEA’s approach to its marketing and communications, with its decentralized structure and strong relationships with many different kinds of agencies, has been hugely successful over many years,” Cannes Lions CEO Philip Thomas said in a statement.
Thomas added IKEA’s “superb track record”—it won 50 Lions across all categories—is indicative of how willing it is to let agencies “truly flex their creative muscles”.
The Cannes Lions festival will be held from 19 through 25 June 2011.
[via Cannes Lions]