Big news from Cannes is that the prestigious Advertiser of the Year Award at the Cannes Lions will go to the Swedish home furnishing retail company IKEA. The award is given to advertisers who “have distinguished themselves for inspiring innovative marketing of their products and who embrace and encourage the creative work produced by their agencies”.
According to the release, IKEA encourages creative, unconventional and humorous advertising to raise awareness of their brand and drive people to enter their stores. The marketing strategy is based around their 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. IKEA localises its global target market and creates campaigns that vary significantly across territories and adapt to the marketing conditions and cultural sensibilities of each country.
IKEA won their first Cannes Lion in 1991, and have gone on to win 50 Lions across all categories since then, including the Film Grand Prix in 2003 for ‘Lamp’ and a Titanium Lion in 2010 for ‘Facebook Showroom’.
“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,” says Philip Thomas, Cannes Lions CEO. “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.”
The Advertiser of the Year trophy will be presented in Cannes to Noel Wijsmans, Global Retail Manager and Vice President of IKEA Group, during the Film, Film Craft, Titanium & Integrated and Creative Effectiveness Lions on Saturday 25 June 2011.
The only question left is: will the trophy be presented as a kit?