IKEA’s advertising genius punches a hole in the market – with humor and innovation

On 09.10.14, In Resources, by Blake Houser

This is too good to miss. If you’re looking to market your company, and are searching for ideas to accelerate the process with innovation, originality, and humor, check out this video.

IKEA showed their innovative marketing genius when their Chief Design Guru, Jorgen Eghammer, released this video to introduce the company’s new printed catalog.

Not only is the video funny, but it is also relevant and produces magical appeal by turning technology on its head. At Wells & Drew, we use technology to grow our business and embrace all fronts of technology; however, we don’t like to see the baby being thrown out with the bath water. Which is what we see when many people talk negatively about print without any evidence to back it up.

The video is less than three minutes long and is worth watching. If you would rather not, here are some (tongue-in-cheek) observations taken from the video about the printed catalog.


  • No page load time
  • No power cables
  • Comes fully charged
  • Navigation is based on tactile technology (you can actually feel the catalog)
  • Operation is intuitive
  • Content is pre-installed
  • It is easy to create bookmarks
  • Battery life is eternal

The digital world is powerful in its reach and flexibility, but that does not mean you disregard what is practical and works. We have seen companies do this, only to come back to print and do a mix of both. Most good ideas are simple. Printed catalogs and direct mail generate the second and third-highest response rates after telemarketing.





Blake Houser

Client Relations Manager at The Wells & Drew Companies
About the author:
Blake Houser is Client Relations Manager at Wells & Drew. In addition, he is the third generation in this family-owned speciality printing business.

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