The Harvard Business Review once famously described it as the company that had turned its customers into suppliers (of time and labour) and suppliers into customers (for expertise and financial services).
But this global self-assembly furniture and accessories behemoth (sales of over €22bn, net profits of more than €2.5bn) wins a lot of friends with its advertising and has just been voted the Cannes Lions advertiser of the year for 2011.
Sooner or later you’d expect most global marketers to pick up a gong like this (last year it was Unilever, the year before Volkswagen) but Ikea certainly seems to get the most out if its $450m global ad budget and agencies who include Ogilvy in the US, Mother in the UK and Forsman & Bodenfors in its home territory of Sweden. F&B won a Titanium Lion at Cannes in 2010 for its Facebook Showroom campaign (demo here).
Here’s Mother’s latest in the UK.
It’s brilliant but could you bear to watch it more than once? Well maybe twice.