How IKEA’s In-house Agency Content Factory Is Building a Glorious Future
IKEA’s Content Factory opened its doors in 2022, but in-house content creation at the global home furnishing and lifestyle brand goes much further back than that - to 1948 in fact. Back then, the brand created its first ever mail order catalogue - but the 80-strong Content Factory team in 2023 does so much more, with specialists working on events, social media content, colleague-focused internal material. It’s a key player in IKEA's marketing transformation.
Based in Malmö, Sweden where IKEA’s parent company Ingka houses a number of related departments like marketing and people and culture, Content Factory has grown significantly since its launch, under the leadership of Alessandro Aquilio.
Alessandro has been part of the IKEA family since 2016, and has been inspired by Content Factory’s mission to revolutionise content creation for the brand, through agility and innovation. As with many in-house agencies, it operates a hybrid model, collaborating with external agencies. This year and looking forward to 2024, the agency is finalising its set up and focusing on ‘meaningful affordability’ at a time when people around the world are feeling the pinch of inflation - and looking forward to what they can build together in the future.
LBB’s Laura Swinton caught up with Alessandro to find out more about Content Factory’s journey and how it’s living up to IKEA founder Ingvar Kamprad’s famous rallying call: “Most things still remain to be done – glorious future!”
Alessandro Aquilio
LBB> IKEA is one of those brands that is so ubiquitous. On a personal level, what’s your own history with the brand and what’s it been like getting to be part of it from the inside?
Alessandro> I first joined the brand at IKEA Italy in 2016, initially as country communication manager, later also taking on the role of sustainability manager until September 2020. In December 2022, I returned to IKEA to become head of the Content Factory at Ingka Group (largest IKEA franchisee) global offices in Sweden, an amazing project and team aimed to enable a new way to high-quality, cost-effective, and efficient content creation, optimisation, distribution and publishing (in many channels, including events).
Working within a brand like IKEA as a communicator is an amazing experience. It's a journey of discovery, from understanding the brand's essence and values to embracing the importance of togetherness among co-workers, our first strength. Navigating global markets and channels while maintaining consistency with IKEA's culture and identity is both challenging and rewarding. In essence, being part of the IKEA team is like entering a communicative playground where creativity flourishes and authenticity shines.
LBB> What have been the most surprising things you’ve learned or come across since joining IKEA?
Alessandro> The first thing was to see how in fact IKEA is a purpose-led brand from point to point. From product creation, quality and durability testing (more than 1 million tests a year), production, sales and customer service. There´s a high level of co-workers’ commitment and engagement in creating a better everyday life for people.
Secondly, I found so many talented people in Italy and now globally, in the communications and sustainability teams, who come together to deliver to the brand but, most importantly, to their colleagues and customers.
And the third most surprising aspect, both beautiful and profound, is working for a brand that plays an active role in society, impacting the lives of millions worldwide. It's remarkable how the concept of life at home transcends physical spaces and products, emphasising not only quality and affordability but also values and a commitment to shaping a better world. That for us means a place where we can live respecting diversities, accepting each other, and protecting our ‘big home’: our planet.
LBB> What’s the history of the Content Factory at IKEA?
Alessandro> The Content Factory officially kick started in June of 2022, but IKEA's journey with content creation dates back to its early years. In 1948, we launched the first edition of IKEA News, a simple mail order catalogue. Since then, we've seen a transformation in how we create content to meet the ever-evolving demands of our customers and co-workers. Over time, we expanded our creative capabilities and worked with external partners.
It evolved from existing capabilities within Ingka Group communication areas, where we had been developing content for many years. To improve efficiency and speed, we moved teams and competencies to create an in-house creative content production unit. This evolution was driven by the need to create high-quality, low-cost content with a fast-to-market approach.
As such, the agency now takes a key role in the creation of one world-class joint marketing, communication, digital and home furnishing retail design community in Ingka Group, fully delivering on our vision, business agenda, brand objectives, and our positioning ambition: to strengthen IKEA as one of the most loved and trusted brands in the world.
LBB> What attracted you to what the Content Factory and what it is trying to achieve?
Alessandro> I was drawn to the agency’s mission of revolutionising content creation for IKEA. The opportunity to be part of a team that plays a pivotal role in enhancing IKEA's brand and supporting its vision was a compelling prospect. Additionally, the focus on agility and innovation aligns with my passion for pushing boundaries in content creation. I've never been daunted by blank pages, and my experience with the Content Factory, particularly within the Ikea context, has been no different. It's been a unique journey of creating something new. Working alongside a dynamic team, embracing fresh skills and processes, always with a focus on delivering quality and speed. And, of course, the opportunity to work on an international scale while maintaining a strong connection to our local contexts in various countries has been truly fulfilling.
LBB> Tell us about the Content Factory team!
Alessandro> The Content Factory is the embodiment of teamwork, and our team is at its core. We began with 60 colleagues, and today, we've grown to 80. Most of our new members bring fresh skills from various departments within our company or different backgrounds altogether. This is where the true value lies - in the infusion of new competencies that enrich our capacity to meet the demands of content production, growth, and positioning. More than key players, we speak about key competencies we needed to ensure, such as: copywriting, art direction and graphic design, video and broadcast production, project and creative leadership, meetings and events and localisation, digital communication and co-worker communication.
LBB> Ingka Group & IKEA has some really strong core values - how do they manifest themselves in the culture at Content Factory?
Alessandro> IKEA values were and are the pillars of the Content Factory:
Togetherness – never before in Ingka Group the communication disciplines have we, in the agency, worked so closely with one another and aligned to create the best content.
Caring for people, the planet and being cost-consciousness – bringing together the best talent together, adding new ones we don’t have, nurturing their growth and creating a fun environment. At the same time, doing it with the lowest impact to the planet. For instance, putting everyone together in one place instead of several spaces, using the existing resources to the maximum, and avoiding hiring external resources. Creating high-level content at a low cost is one of our mottos.
Simplicity – less is more. We thrive on simple and high-impactful content. A good example is the image and caption we created after knowing a Van Gogh painting was returned in an IKEA blue bag. A small team created, and shared the concept with our markets, and we are reaching millions of views.
Renew and improve – it’s a mindset at Content Factory. For example, for the first time ever the Content Factory created ful IKEA participation in Milan Design Week. We exceeded the goals by a lot. The working team is already thinking about what can we do better next year. What experiences will we offer the visitors even more remarkable?
Different with a meaning - we are not like other companies, and we don’t want to be. After several years of doing the ‘Life at Home’ report, the Content Factory team thought: What could be done differently with a meaning? And we decided to bring, for the first time, an artist in residence – Annie Leibovitz - to put her lenses to the data we collected in the Life at Home report, to get a new perspective.
Give and take responsibility - we believe in empowering people. That´s why we don´t talk about individuals in the Content Factory, but we concentrate on challenging each other and giving opportunities for everyone to take responsibility for relevant content creation.
Lead by example - We see leadership as an action, not a position. More than competencies we look at people’s values first, and how they align with our values. It´s about creating the space to inspire others to create the best content possible without the fear of making mistakes and taking risks.
LBB> Can you describe the work environment there and how it inspires and motivates you and the team?
Alessandro> The work environment at the Content Factory is dynamic and collaborative. We foster a culture of innovation and creativity, which motivates the team to explore new ideas and push the boundaries of content creation. Being part of a team that directly contributes to IKEA's mission and brand objectives is a constant source of inspiration and motivation. We are always learning something and encountering new storytelling opportunities at every corner. This keeps us on our toes and continues to inspire and motivate the team.
LBB> When it comes to in-house set ups at brands, there are all sorts of models from small content studios to full-service agencies, pure in-house to hybrid… how would you describe the set up at your brand and why does this work best for you?
Alessandro> Our in-house setup at the team combines the best of both worlds. We have the agility and adaptability of a content studio, allowing us to respond rapidly to changing demands. Simultaneously, we benefit from the familiarity and control of resources, ensuring we can meet the diverse content needs of IKEA with efficiency. This model works best for us as it aligns with our mission to create high-quality, cost-effective content while remaining adaptable.
LBB> There are some great projects and campaigns that have come from agencies like Mother or Accenture Interactive over the years - how do you work with external partners?
Alessandro> We value the expertise and creativity that external partners bring to the table. While the team handles many aspects of content creation in-house, we also collaborate with external agencies when their specialised skills and insights are needed. This allows us to leverage the best of both internal and external resources to deliver exceptional campaigns and projects.
LBB> How does your Content Factory team work with the marketing department or commerce departments?
Alessandro> In the world of content production, marketing, as well as digital and other areas within our organisation, stand as pivotal stakeholders. Despite their distinct functions, our collaboration is a daily routine. We share the same planning processes and priority identification methods, working closely throughout the year to ensure the success of our various processes and projects. Our teams function cross-functionally, coming together seamlessly based on project needs. This represents a much more efficient and quicker way of collaboration, seamlessly melding different skill sets, facilitating quick and effective communication, and ensuring that we all speak the same language. This, too, is one of the added values of internalising process and production in our team.
LBB> What sort of relationship do you have with the wider Ingka/IKEA workforce?
Alessandro> Our relationship with the wider Ingka/IKEA workforce is essential. We see our co-workers as brand ambassadors, and their engagement is crucial to our success.
Initiatives like ‘#facethegap’ exemplify our commitment to involving the IKEA community in our content creation efforts. Here, it was important to not only create a campaign but to proactively do something to support the LBTQ+ community within IKEA’s own co-workers. In 2022, we conducted a voluntary and anonymous survey named Ingka Includes, which provided valuable insights that allowed us to assess the extent of diversity and inclusion within our organisation. From the survey results, we identified the need to launch a meaningful campaign aimed at enhancing the well-being of the diverse identity groups within Ingka. That’s why, for #facethegap, we interviewed young LGBT+ co-workers (as well as non-co-workers) to capture their lived experiences, ideas and visions and shared them on Ingka and IKEA channels in-store and online – giving their voices a platform.
We believe that communication should be inclusive and engaging, and our co-workers play a vital role in this. Their feedback and involvement are invaluable to us. It’s our co-workers and culture that make Ingka/IKEA what it is.
IKEA was a pioneer when it came to internal communication. In the ‘80s, IKEA initiated the ‘IKEA Way’ programme to train senior managers, demonstrating IKEA's commitment to robust internal communication. This programme aimed to familiarise co-workers with IKEA's values and mission, fostering a shared understanding of the company's story. This practice, now recognised as corporate storytelling, underscored IKEA's dedication to transparent internal communication. Today, our Content Factory team continues to devise inventive ways to engage with our +170,000 co-workers across 31 countries. The fact that internal and co-worker communications form one of the biggest and most creative teams we have, just goes to show the strong nature of our relationship with the wider Ingka/IKEA workforce. Brand positioning always starts with us, and our content should always be both for our co-workers and the many people outside the organisation.
LBB> Creatively, what have been some of the Content Factory’s most exciting projects - if you can share images etc that would be much appreciated!
In just one year, we achieved remarkable milestones, exemplified by over 120 global events, the production of more than 100 films and videos, and effective engagement with the majority of our co-workers through internal communication initiatives. Selecting just one project to highlight is a challenge in itself.
We created and developed IKEA’s exhibition at Milan Design Week 2023. The exhibition focused on ‘Assembling the Future Together’, which was a unique experience that explores the past, present, and future of life at home. The exhibition included four installations linked to the four elements, offering visitors a highly engaging sensory experience that sparked conversations reflecting on how the future of life at home must go hand-in-hand with respect for the place that we call home: our planet.
By having in-house employees handle copywriting, art direction, graphic design, video and broadcast production for meetings, events, digital communication and co-worker communication, the exhibition at Milan Design Week came together in a way that felt natural and true to the brand.
Just recently, a sustainability-focused event in New York – Actions Speak Summit - was a great occasion to emphasise the capacity of companies and stakeholders to positively influence the planet, underscoring the profound impact we can make on the world through our work.
We are working now on the 10th edition of the biggest Life at Home report that poses questions to more than 37,000 people in 37 countries. It´s a special moment for IKEA, so we are doing our utmost when it comes to internal and external communication content. This includes the report itself, co-worker communication, its activation in the markets and much more!
And as previously mentioned, it´s natural for us to work in reactive and instant communication, such as the recent return of the iconic Van Gogh painting in our Frakta Bag.
LBB> What are the big priorities for you and your team in 2023?
Alessandro> Let me start by saying that we are so proud of all the results we´ve been able to achieve in one year, working in a new environment with no instructions (quite a paradox, talking about IKEA!).
The Content Factory's top priorities, naturally, revolve around finalising its setup while consistently producing content and events worldwide. We will continue to invest in our people, fostering new skills, attracting fresh talent, and refining our processes and governance. Moreover, our commitment to growth and brand positioning remains unwavering, as we actively collaborate across functions to ensure optimal results.
Another big priority is meaningful affordability. Which means selling at a price that our planet and all of us who live on it are able to afford too. Basically, it´s a combination of affordability and democratic design (products that offer five dimensions: function, form, quality, low price, and sustainability). We have a strong focus on creating content that enables our customers to search for meaningful affordability in IKEA and beyond and showcase how IKEA is committed to becoming climate and people positive by 2030.
Another trend we have identified in recent years is Storage across the home. How can people get better solutions to find storage in their different home spaces? We are doing omnichannel content to help people.
And, of course, how we can work even more closely to support our countries, by sharing relevant content and working together on specific tasks that contribute to our glorious future!
