Three of IKEA’s top marketing leaders are set to take the stage at Cairns Crocodiles, presented by Pinterest, to unpack how one of the world’s most recognisable brands stays locally relevant across very different markets.
This May, the trio of leaders responsible for shaping IKEA across the Asia-Pacific region will share how they balance global brand consistency with deep cultural understanding.
Joining the conversation, which takes place on day three, May 14, are Kirsten Hasler, head of marketing for IKEA Australia & New Zealand—and B&T CMO Power List inductee—Patrizia Rigassi, head of marketing for IKEA Japan, and Yuli Park, head of marketing IKEA Korea. Together they oversee markets at very different stages of their IKEA journey.
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“I still can’t quite believe New Zealand didn’t have an IKEA until just recently,” said Pippa Chambers, content director of Cairns Crocodiles. “It’ll be fascinating to hear how the team is building the brand from the ground up there, while Australia celebrates 50 years and markets like Japan and Korea operate in such unique retail environments.”
The session will explore how strategy, creativity and cultural insight help the global brand remain relevant across very different markets, and what it takes to keep a global icon both consistent and locally loved.
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Are you up to speed with the latest speakers to join the slate? Check them all out here!
