IKEA Embraces Reality TV to Improve Brand Perception
September 27, 2012
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.
Members Only Content
This content is available to ANA Members only. Please login below or create an account.
You may already be a member. Find out if your company is already an ANA member.