WFA spoke to IKEA's CMO/Global Marketing and Communication Manager at the company’s offices in Zurich, Switzerland.
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Claudia is one of six global marketers who have been shortlisted for the Award with the winner being decided by a 50:50 split between public votes and the expert jury.
She talked about “agile long-termism” and her efforts to engage all 29 IKEA markets around common objectives and co-initiatives. Connected to this, she also focused on her belief that corporate behaviour and culture is the future of marketing.
“Our commitments [...] show that we take our purpose seriously and we take responsibility not only in our business but contributing to society and people. Also very much in the way we work with our co-workers when it comes to our values and the living wage commitment” she said.