Power 100 Next Generation: Radhika Vyas, country IKEA FAMILY manager, IKEA

Ikea's Radhika Vyas
Ikea's Radhika Vyas

Marketing, in association with Engine, profiles 30 of the brightest and best young marketers in the UK today.

Inspiration: ‘I have learned a lot from Martin Harnsson [IKEA Group’s regional retail manager, Asia Pacific]. He’s helped me realise that age is not a barrier, being young should be used to your advantage, and that it is very possible to be young and successful.’

CV standout: Her ‘T’ shape. An expert in her specialist area of direct communication, she also has a wide understanding of the entire discipline and business in general, making her a natural lead on integrated campaigns. ‘It’s hard, but the extra work pays off,' she says.

Work highlight: Relaunching the ‘Welcome’ communications and the ‘Sleep like a Princess’ campaign.

Describes herself as: ‘Creative, collaborative, fun.’

On marketing today: ‘Consumers are no longer fooled by gimmicky marketing. You can’t make a message believable by simply throwing money at mass marketing and shouting loudly.’

What the agency says: ‘She has to work with large numbers of internal and external stakeholders and takes this complexity in her stride.’

Background: studied marketing and management before landing an internship in IKEA’s PR department.



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