Power 100 Next Generation: Radhika Vyas, country IKEA FAMILY manager, IKEA

Marketing, in association with Engine, profiles 30 of the brightest and best young marketers in the UK today.

Ikea's Radhika Vyas
Ikea's Radhika Vyas

Inspiration: ‘I have learned a lot from Martin Harnsson [IKEA Group’s regional retail manager, Asia Pacific]. He’s helped me realise that age is not a barrier, being young should be used to your advantage, and that it is very possible to be young and successful.’

CV standout: Her ‘T’ shape. An expert in her specialist area of direct communication, she also has a wide understanding of the entire discipline and business in general, making her a natural lead on integrated campaigns. ‘It’s hard, but the extra work pays off,' she says.

Work highlight: Relaunching the ‘Welcome’ communications and the ‘Sleep like a Princess’ campaign.

Describes herself as: ‘Creative, collaborative, fun.’

On marketing today: ‘Consumers are no longer fooled by gimmicky marketing. You can’t make a message believable by simply throwing money at mass marketing and shouting loudly.’

What the agency says: ‘She has to work with large numbers of internal and external stakeholders and takes this complexity in her stride.’

Background: studied marketing and management before landing an internship in IKEA’s PR department.

http://www.linkedin.com/pub/radhika-vyas/33/43a/943

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Look out for the invisibles and introverts in your agency
Shares0
Share

1 Look out for the invisibles and introverts in your agency

By cultivating a clubbable culture, agencies are ostracising talented introverts, writes Andy Jex, the executive creative director at Saatchi & Saatchi London.

Just published