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 the weekly magazine and quarterly Campaign IQ, 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
Sainsbury's moves £60m ad account to Wieden & Kennedy
Share

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published