IKEA Embraces Reality TV to Improve Brand Perception | ANA Topics | ANA

IKEA Embraces Reality TV to Improve Brand Perception

Alia Kemet, U.S. media manager at IKEA, and Chet Fenster, managing partner at MEC Entertainment, discussed how they developed “Fix this Kitchen,” a six episode reality TV series, as the centerpiece of a multiplatform communications initiative to change IKEA brand perception.