MANILA, PHILIPPINES – IKEA Philippines has announced its official partnership with Stratworks, a premier integrated marketing communications agency, marking a new chapter in the global home furnishing brand’s efforts to deepen its local engagement and expand its footprint in the country.
The partnership is rooted in a shared mission: to create a better everyday life for many people. For IKEA Philippines, this meant seeking a partner who not only excels in communications strategy but also possesses a deep cultural understanding of Filipino values and lifestyles.
“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 demonstrate a clear alignment with our values and our vision for connecting with our customers.”
“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,” said Mark Christian Parlade, Managing Director of Stratworks. “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.”
Stratworks, founded in 1999 by Donna and Oliver Conda, has built a reputation for delivering campaigns that transcend traditional visibility metrics – focusing instead on creating authentic and enduring connections between brands and people. The agency’s portfolio includes celebrated work for national icons such as Jollibee, PLDT Home and Universal Robina Corporation, as well as global leaders like P&G, HP and, most recently, Geely. Its success is anchored in a unique blend of strategic insight, local relevance and storytelling that fosters genuine brand love.
This collaboration marks a strategic move for both organizations. For IKEA Philippines, it signals an investment in long term, values driven storytelling that speaks to the heart of Filipino communities. For Stratworks, it is an opportunity to further its mission of building brand experiences that are not only memorable but also meaningfully grounded in the everyday lives of real people.
As IKEA continues to expand its presence across the Philippines, its partnership with Stratworks is set to play a key role in strengthening its cultural relevance and impact – ensuring the brand’s story is told with authenticity, empathy and purpose.
