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

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

The countdown to Brandweek is on! Join us, Sept. 12-16, to identify new growth opportunities, solve challenges and connect with power players. View the lineup and secure your pass.

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in