IKEA: Eurobest 2010's Advertiser of the Year
The Eurobest Advertiser of the Year award is presented to advertisers, born out of Europe, who have distinguished themselves for inspiring innovative marketing of their products and who embrace and encourage the creative work produced by their agencies.
Working with a number of different agencies, IKEA have encouraged creative, unconventional and interesting advertising to raise awareness of their brand and drive people to enter their stores. The IKEA marketing strategy is based around their business idea of offering a wide range of well designed, functional home furnishing products at prices so low that as many people as possible can afford them; and their advertising campaigns also take onboard unique marketing conditions and cultural sensibilities of each country, which varies significantly across markets.
Multiple awards
After winning their first Eurobest accolade at the inaugural awards in 1988, over the years, IKEA advertising has won 31 Eurobest trophies across all categories. They have also won numerous global awards including the Cannes Lions Film Grand Prix for 'Lamp' in 2003.
"IKEA wholeheartedly supports the creative output of their agencies, the outcome of which has been some outstanding and varying pieces of communication, while always remaining true to its brand values. We are proud to present them with the Advertiser of the Year accolade at Eurobest this year, an honour well deserved," said Philip Thomas, Festival CEO.
The award will be presented to Claudia Willvonseder, IKEA's global marketing manager, at the Eurobest Awards Ceremony on Wednesday evening, 8 December, at the Curio-Haus in Hamburg. Having been responsible for the overall marketing activities at IKEA Germany for five years as country marketing manager, Willvonseder was appointed global marketing manager in October this year, also taking the responsibility for international projects and topics.
Engaging with the customer is the aim
Commenting on the award, Willvonseder said, "Being engaging and connecting with our customers is what we aim for with our marketing communication since we believe that a strong brand is shaped in the hearts and minds of the many people. If this principle shows also to be a winning formula for Eurobest, we feel encouraged for our humbleness towards our customers."
IKEA, the world's largest furniture retailer, which specialises in stylish but inexpensive Scandinavian-designed furniture, was founded in 1943 by 17-year-old Ingvar Kamprad in Sweden. IKEA is named as an acronym comprising the initials of the founder's name, the farm where he grew up (Elmtaryd), and his home parish (Agunnaryd, in Småland, South Sweden). Around 565 million people visited IKEA stores in the past fiscal year. Currently there are more than 127 000 employees working in 317 stores in 38 countries worldwide.
The Eurobest Advertiser of the Year Award, which was introduced last year, was presented to Guinness in 2009.
For full information on how to attend the Eurobest Festival, go to www.eurobest.com.
