The Cannes Lions International Festival of Creativity will present Ikea with its Advertiser of the Year Award on June 25. What makes IKEA's ads stand out? IKEA's creativity is said to be attributed primarily to the company's decentralized approach to marketing, and the fact that it has relationships with a vast network of agencies throughout the world.
Philip Thomas, the chief executive of Cannes Lions, said: "Ikea's approach to its marketing and communications, with its decentralised structure and strong relationships with many different kinds of agencies, has been hugely successful over many years.
"The company’s superb track record at Cannes reveals a clarity of vision and an enviable willingness to allow its agencies to truly flex their creative muscles. We congratulate both Ikea and its many agencies across many countries on this well-deserved honour." (Source: BrandRepublic news)
See examples of IKEA's campaigns here.