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Anders Bylund

Head of Group Communications
Interogo Holdings (IKEA)
Switzerland

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.

Before joining the global furniture and home products company, Bylund spent more than a decade with Burson-Marsteller, including as its CEO and chairman in Sweden, and as head of the EMEA crisis practice.

With any luck, the retail group may not need his crisis management expertise in the months ahead. Despite the challenges faced by the retail sector in lockdown, with more consumer focus than ever on environmental impact, IKEA is well-placed to enjoy a run of positive PR thanks to its renewed focus on sustainability throughout its supply chain and operations.

Can you share a moment in your career when you saw PR's direct impact on business performance?
More or less every day.

What are the comms industry's biggest challenges and opportunities in the year ahead?
Disinformation in general and hate campaigns in social media is the biggest challenges. To meet that with integrity is the biggest opportunity.

What have you most admired about this industry in 2020?
Energy and talent.

What has most disappointed you about this industry in 2020?
That there are players, fortunately few, whose business idea is disinformation, manipulation and hate campaigns.

How have you switched off from work and maintained wellness in lockdown?
It has been harder than normal. My grandkids are amazing and spending time with them gives lots of joy and meaning.

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through this year or provided inspiration?
The radio and TV series by the old Swedish humour group with Henrik, Schyffert, Johan Renborg and others. The best since Monty Python.

If I wasn't working in marketing/communications, I would be...
A teacher or a writer.

Sum up 2020 in one word.
Uncertainty.