Video: Ikea's Peter Wright on its upcoming music video style ads

Peter Wright, marketing manager for UK and Ireland at Ikea, said he plans to completely "transform and revitalise" the brand in the UK with its latest ads taking on the form of "music videos".

Peter Wright: marketing manager UK & Ireland, IKEA
Peter Wright: marketing manager UK & Ireland, IKEA

In the video interview below, Wright said: "[Ikea is] moving from talking about products to talking about activities in the home. It's actually going to be done in the style of music videos. They're all up and coming artists so there will be a series of up and coming re-recording of tracks."

Wirght also talks about the biggest challenge currently facing the brand and offers his advice to people hoping to break into the marketing industry.

Click here to read the full interview with Peter Wright.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).