Ikea’s marketing head quits after ten months

Swedish home-furnishings chain Ikea has lost its head of marketing as it launches its first national brand-building TV campaign.

Ikea is seeking a new head of UK marketing to replace marketing manager Herman Gewert who leaves the chain this month for “family reasons”. Gewert quits the post after ten months. He will take up the post of sales manager for Ikea in Sweden.

The chain’s TV drive, through Abbott Mead Vickers.BBDO, breaks in September using the new catchline “An awful lot of ideas for not an awful lot”. It features Keith Chegwin on a TV screen split into 20 boxes.

Ikea will then launch its new catalogue with ads featuring former TV game show host Nicholas Parsons. The catalogue will be sent to 6 million homes.

Ikea UK’s marketing will be headed by managing director Anders Dahlvig until a replacement for Gewert is found. Initially, the chain is looking for an internal candidate, but may broaden the search if a suitable person is not found.

Ikea appointed Gewert to the UK post last October after a ten-month search for a replacement for Olle Hofvander who left in Christmas 1993.


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