Here's How Ikea, a Challenger Brand in Japan, Built a New Audience

A campaign from its agency, Wieden+Kennedy, broke through

When one thinks of a challenger brand, Ikea doesn’t necessarily leap to mind. However, in Japan, the venerable Swedish brand is just that. Here’s how Ikea broke through, according to Anna Ohlin, country marketing manager in Japan, the first guest at Adweek’s Challenger Brands in the APAC region.