IKEA PH names Stratworks as PR and digital partner to deepen local resonance

As IKEA continues to expand in the Philippines, the global home furnishings brand has tapped Stratworks as its public relations and digital communications partner.

While IKEA’s global vision is to create “a better everyday life for the many people,” making that vision meaningful in a local context is a challenge that demands more than functional messaging. With Stratworks, IKEA Philippines aims to turn its brand objectives into human-centred narratives.

“Our mission is to create a better everyday life for the many people, and finding a partner that deeply understands the Filipino heart was crucial,” said Earl Kevin Margallo, marketing and PR manager of IKEA Philippines. “We chose Stratworks because of their meaningful, genuine brand and audience connection, and their track record as a top digital marketing and PR agency demonstrate a clear alignment with our values and our vision for connecting with our customers.”

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Founded in 1999, Stratworks has long positioned itself as a partner for brands looking to move beyond visibility and into authentic connections. Its portfolio includes both local staples such as Jollibee, PLDT Home, and Universal Robina Corporation, and multinational names such as HP, P&G, and most recently, Geely.

The agency’s emphasis on insight-driven, human-centric work seems to have struck a chord with IKEA - a brand that thrives on universality but depends on cultural nuance to remain resonant.

“IKEA’s vision aligns closely with how we see our role in communications - to help brands earn their place in people’s lives by being useful, thoughtful, and true to who they are,” said Mark Christian Parlade, managing director of Stratworks. “We’re excited to bring our local expertise and strategic capabilities to support IKEA in resonating even more deeply with Filipino families - from all walks of life, across all life stages.”

In November 2021, IKEA opened its largest store globally in Pasay City, Philippines. Spanning 730,000 square feet, the facility supports its Asia expansion and includes retail showrooms, a dining area, call centre, warehouses, and an eCommerce hub.

As of now, IKEA operates 487 stores across 63 markets, including 84 locations in Asia, according to its website.

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