IKEA UK has announced the appointment of Weber Shandwick as its new Corporate PR and Public Affairs agency.
The integrated brief seeks to support the company’s ambition to continue building love and trust in the IKEA brand in the UK market by amplifying understanding of the IKEA vision and purpose, to “create a better everyday life for the many people”; helping to drive short and long-term growth.
Speaking of their appointment Kym Bradbury, Country Communications Manager, IKEA UK and Ireland says, “The IKEA vision extends beyond home furnishing. We want to have a positive impact on the world – from the communities where we source our raw materials, to the way our products help our customers live a more sustainable life at home, to our role as a large retailer and employer in our local markets. By sharing what we do, and speaking up for what we believe in, we want to be part of positive change in society. This translates into an ambitious communication agenda which focuses on creating Better Homes, Better Lives, a Better Business and a Better Planet. The support of the right agency partner is vital to helping us to realise this ambition.”
To deliver maximum impact in their communications, IKEA’s search sought to identify an agency partner that reflected their own integrated approach to communications, delivering across both Corporate PR and Public Affairs.
She continues: “In Weber Shandwick we met an agency that demonstrated equal fluency between Corporate PR and Public Affairs – with a truly integrated response that met our ambition and stretched our thinking. Their audience insights and strategic approach, as well as their physical footprint across the UK, were compelling parts of their offer that supports our desire to connect even more closely with audiences across the United Kingdom.”
Helen Bennett, UK CEO Weber Shandwick said: “We are thrilled to have been appointed by IKEA to help bring their brand, mission and values to life in the UK. We feel real synergy between IKEA’s values and our own commitment to meaningful work that delivers lasting societal change – and have been so impressed with the care the IKEA team has already demonstrated in our onboarding process. We are looking forward to partnering to keep building love and trust across the UK in this amazing brand and business.”
Weber Shandwick’s remit covers Corporate PR and Public Affairs for the UK only. There was no incumbent on this business. Hope & Glory will continue in their role as IKEA UK’s Consumer PR agency and WHPR will continue as IKEA’s Ireland Communications agency. IKEA’s search was facilitated by pitch consultant Alex Young.