Hope&Glory wins Ikea consumer press office duties

Furniture giant Ikea has awarded Hope&Glory a retained account to handle its consumer press office, previously held by Cake, though it has yet to conclude a wider PR review.

Ikea: looking for a 'targeted press office approach'
Ikea: looking for a 'targeted press office approach'

PRWeek reported in March that Ikea was set to split with Cake, with which it has worked since 2009 on PR strategy and campaigns.

Although Cake retains social media work, it is not repitching for the other business it held.

Ikea UK & Ireland country comms manager Lois Blenkinsop said Hope&Glory was not involved in the wider PR pitch, which is about selecting an agency to produce campaigns in an integrated way with ad agency Mother and direct marketing agency Lida.

She also confirmed that corporate agency Sermelo continues to provide Ikea with ad hoc support.

Hope&Glory is in the process of taking over press office duties. It will work alongside the in-house PR team of six, which is based at the Wembley store, and will contribute to corporate-to-consumer comms and sustainability activities.

The main press office brief will see the agency build a proactive product placement programme, help to build stronger relationships with interiors and lifestyle media, and cover regional store support, media events to present new collections, and news and features generation within England, Wales and Scotland.

‘Product placement is our bread and butter,’ Blenkinsop said. ‘We average around 40 product loans a month.’ She added the company wanted to build on this, but declined to specify whether it planned to move into paid-for product placement on TV.

Hope&Glory’s team will be led by managing partners Jo Carr and James Gordon-MacIntosh, who will report to Blenkinsop.

Carr called Ikea a ‘dream brand to work on’, adding: ‘With so much rich content and interesting assets at our disposal, who wouldn’t be excited about meeting this particular communications challenge?’

Ikea has 18 stores in the UK and has secured planning permission for another in Reading.

Blenkinsop said: ‘We look forward to working together to contribute to a transformation and revitalisation of the Ikea brand, through a targeted press office approach.’

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