Any relationship which lasts a decade is good going, never mind one between a brand and its creative agency.
Retail giant Ikea and creative partner Mother London have surpassed this milestone during their more than 12-year relationship. From household objects taunting homeowners over their décor in the ‘Silence the Critics’ campaign to the development of “deceptively simple” brand platform ‘The Wonderful Everyday’, this is a creative partnership characterised by a desire for freshness.
Patience, honesty and a determination not to slip into the obvious has fuelled the partnership, explain Ikea marketing communications manager Kemi Anthony and Katie Mackay-Sinclair, partner at Mother London – the Marketing Week Masters 2021 Agency of the Year.
Anthony admits it has been a “rollercoaster” to get to the point where Mother understands the nuances of Ikea the “thinking brand”, while Mackay-Sinclair insists the rigour underpinning the creative process allows ideas to flow with full force.
In this podcast Anthony and Mackay-Sinclair explain why being polite wastes time, the importance of resisting complacency and why staying power is everything.
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