Anders Bylund | Influence 100

Anders Bylund

Head of Group Communications 
Interogo Holdings (IKEA)



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?
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.