Ikea names new UK marketing chief

Ikea has recruited former Thorntons and Tesco marketing director Peter Wright to lead its UK marketing following the departure of Anna Crona earlier this year.

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Ikea’s Happy Inside ad

He will take responsibility for all Ikea’s UK and Ireland marketing including advertising and digital communications, CRM, insight, PR, internal comms and social media.

He will lead Ikea’s team of 19 store based marketing managers.

Wright left Thorntons after a restructure at the retailer.

He previously served eight years in a number of marketing roles at Tesco including brand marketing director and marketing director for Ireland. He also spent 11 years at Diageo working on global brands such as Smirnoff, Gordon’s Gin and Malibu.

He is thought to be the first British person to lead the Swedish firm’s marketing.

Crona announced her departure in July following 25 years at the Swedish furniture chain.

Ikea’s current strapline is “Happy Inside” and it is currently running a press campaign in newspapers like Metro.

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