In announcing the partnership, IKEA Philippines highlighted its intent to find a communications agency that not only understands marketing but resonates with the everyday Filipino experience.
“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 & 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 demonstrates a clear alignment with our values,” said Margallo.
Founded in 1999 by Donna Conda and Oliver Conda, Stratworks has consistently delivered campaigns rooted in relevance and authenticity for powerhouse brands including Jollibee, PLDT Home, Universal Robina Corp., HP, and more recently, Geely. With its hallmark of blending strategic communications with cultural insight, the agency has built a reputation for cultivating real brand love.
Stratworks managing director Mark Christian Parlade expressed excitement over the partnership.
“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,” Parlade said.
“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,” he added.
The partnership comes as IKEA continues to expand its footprint in the Philippines, following the opening of the world’s largest IKEA store in Pasay City. Through this collaboration, IKEA aims to strengthen its local storytelling and engagement strategies to better serve Filipino communities.
