Ogilvy, IKEA Seek to Improve Life

By Michael Musco 

Ogilvy & Mather, which won the IKEA account in March, is launching a new brand platform and marketing campaign built around positioning the chain as “The Life Improvement Store” and leveraging its vision and mission of creating a better everyday life for the masses.

Ogilvy has created an integrated marketing campaign “Made By” that demonstrates customers create individual living spaces “made by” them, and “designed by” IKEA to help better their life. A series of 30 second ads are airing, with national print and online media, and local broadcast media beginning soon.


In a statement Christine Scoma Whitehawk, communications manager for IKEA says, “This new brand platform provides a unified way for us to share the IKEA vision of creating a better everyday life for the many through the products and services that we offer. As this campaign rolls out, you will see The Life Improvement Store brought to life through a mix of social, digital, traditional and events–reaching our customer at all touch points.”

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