Ikea Puts Purpose First in New Campaign Designed to Tell More of Its Brand Story

People know the products, but might not be aware of the retailer's global impact

a woman walking through a forest
Reforestation is a major part of Ikea's brand purpose. Ikea

When Ogilvy won the Ikea account in 2010, brands weren’t nearly as open about their commitments to sustainability. Now, the idea of brand purpose is everywhere. While that the concept of responsibility is evolving, Ikea has baked purpose into everything it does since the furniture maker was founded in Sweden in 1943.

@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.
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