How Sweden’s Åkestam Holst Is Chasing Greatness in Its Work and in the Workplace

Inside Adweek's first International Agency of the Year

Executive creative director Magnus Jakobsson and CEO Petronella Panérus Courtesy of Åkestam Holst

For years, Ikea positioned itself as “Unboring.” This was standard marketing speak—the notion that even furniture could be exciting. It made some sense for Ikea, a well-liked brand whose products, stylish for their price point, do provoke something of a low-key thrill among shoppers. Still, it was Marketing 101. Take the ordinary, and make it seem extraordinary.

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This story first appeared in the Dec. 4, 2017, issue of Adweek magazine. Click here to subscribe.
@nudd Tim Nudd is a former creative editor of Adweek.
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