Alessandra GIOMBINI

External Communication Mganager | IKEA

38 yrs old, born in Rome but 100% Milan- grown,  mother of two. Today I lead the external communication team in the marketing dept. of IKEA, after joining the company 10 years ago. Previously, I had a stint in the account dept. @ McCann Erickson where I got the chance to work on some of the major brands in pretty much every category in the market, from FMCG to Luxury and Editorial. My other passions include sailing, arts and travels


1. What was your very first job?

My very first job was in the advertising business, as I joined McCann Erickson as an Account dept. intern and worked my way to Account Supervisor in a bunch of years, honing my skills on the big multinational and local clients typical of that kind of agency. A great first experience, with the just right balance of creativity and marketing that set me up for the next challenge, joining the IKEA as National Advertising Manager first and now, External Communication Manager.

2. Please describe, in your own words, what your job is and what work it entails.

Basically I am responsible for creating the marketing communication strategy and the annual communication plan across all kinds of consumer touchpoint: tv and radio, digital and social, store, direct. In time IKEA has become a true content provider and storyteller, so me and my wonderful team take care of the story the brand tells on a day to day basis.

3. How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today?

I believe that some people, somehow, have a certain bug, or urge if you wish, that is intrinsically part of their own design: that impacts on their way to look at things, to fit (or not fit) into their peer groups, on their idea of success and satisfaction. This kind of attitude I started to feel in myself since a very early age, and eventually lead me to always make slightly “off the center” choices, that eventually brought me in contact with more creative situations and, ultimately, to enroll in an “alternative” kind of business environment like the ad agency.

4. In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

In time I found that making connections between different things and different aspects of your life is very important to develop a personal and original point of view. Some things come at you while playing with your kids, that will spark interest in a Google search or a Netflix series, that will provide extra stimuli for a meeting with one of the agencies or the CMO the next week.

5. If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?

The most immersive, funny, disruptive and literally crazy project I’ve ever managed, since I joined IKEA, has been the temporary concept store in Milan during EXPO 2015.

Six months of creative jam sessions with designers, universities, influencers and people from all over the world, simply being together to talk, share, discuss, flirt and argue around the table. A new way to explore the everyday life at home – with some extra curiosity life in and around the kitchen with dynamic schedule of events, topics explored, cook alongs, fashion shows, talks and much more.


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