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After many years agency-side, Anders Bylund was named head of group communications at Ikea parent Inter Ikea Group in mid-2011. In 2016, following a corporate restructuring, he took on the same role on the senior management team at Interogo Holdings, which oversees Ikea’s investment businesses; this includes its first move into clothing, as it took a stake in high-street retailer H&M in October 2018.
Can you share a moment in your career when you saw PR's direct impact on business performance?
Internal communications and engagement activities during the pandemic.
What are the communications industry's biggest challenges and opportunities in the year ahead?
Biggest challenge: Handle disinformation. Biggest opportunity: Drive sustainability transformation.
What have you most admired about this industry over the past year?
High level of integrity, in general.
What has most disappointed you about this industry over the past year?
Somewhat too slow.
How have you switched off from work and maintained wellness in lockdown?
Playing with my grandkids.
Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through this year or provided inspiration?
‘Deem’ and ‘A Gentleman in Moscow’.
If I wasn't working in marketing/communications, I would be...
Research and teaching within political science, or just playing with my grandkids…
Sum up 2021 in one word.
Hope.
Intelligence and insight from across the PR world.
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