Ikea, Pernod, social spend: 5 things that mattered this week and why

Ikea moves with the times as it shifts marketing strategy
Ikea is often held up as an example of creative excellence, with its ‘Wonderful Everyday’ campaign helping cement the brand’s positioning and drive sales success. But the market is changing – more people are renting homes rather than buying and living with friends rather than partners. That means changes to how they decorate and buy furniture.
Ikea’s previous marketing strategy made much of the complete styl