IKEA Embraces Reality TV to Improve Brand Perception

Thu, 27 Sep 2012 00:00:00 -0400
Event Recaps

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.