The agency will handle national PR strategy and campaigns, reaching on and offline media.
The win places Cake on a retainer with IKEA, beginning in November. Cake managing partner Jim Dowling will head up the account, reporting to IKEA UK & Ireland PR and internal communications manager Lois Blenkinsop.
Cake presented a range of ideas aiming to increase footfall to IKEA stores, demonstrate the breadth and quality of IKEA’s products and increase recognition for the company’s values.
In the past, Ikea has used agencies on a project basis for campaigns or store openings. In 2007, it hired Borkowski for a global brand campaign to challenge people to think about the difference between a home and a house.