What Happened When Ikea Decided to Run Its First Global Campaign After 80 Years

McCann Worldgroup is helping the retailer showcase the magic of home amid cost-of-living crisis

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Ikea is fresh off launching its first global ad campaign at the ripe old age of 80, and its most senior marketer is hopeful a unified approach will help the retailer appeal to customers across borders battling the same cost-of-living crisis.

“When Ikea first started in 1943, we were only based in Sweden. Since then, we’ve grown tremendously around the world,” Licca Li, global marketing manager at Ikea’s parent Ingka Group, told ADWEEK. “One of [our brand] values is to renew and improve, so it’s only fitting that this year, when Ikea celebrates its 80th anniversary, that we test and try something new.”

Created by McCann out of Spain, the furniture seller’s first worldwide ad, “Do Try This at Home,” equips it with a more consistent voice across the 31 markets it operates in.



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