Ikea converges Communication and Offer
The world’s largest furniture retailer Ikea (turnover of €39.6 billion in the fiscal year ended in August 2020, down by 4% in total and by 10% on a same-store basis) recruited Mr. Linus Karlsson for a new role. From 1st April 2021, he is Creative Director for Marketing/Communications and Product Offering. These roles were previously separated in the Ikea’s organisational chart but increasingly overlap in the digital age. Karlsson is an advertising veteran. A graduate of the Berghs School of Communication in Stockholm, he founded the agency Mother in 2002. He joined McCann Erickson (a subsidiary of the Interpublic Group of Cosen) in 2011 as Chairman of the Board and has taken on a number of independent assignments as a consultant.