Expanding Ikea picks Shandwick

Swedish homeware giant Ikea, which is expanding in the UK, has selected Shandwick as its first corporate and public affairs agency in this country.

Swedish homeware giant Ikea, which is expanding in the UK, has

selected Shandwick as its first corporate and public affairs agency in

this country.



The agency won the work without a formal pitch, although Ikea is

understood to have considered other agencies before coming to a final

decision.



Shandwick is on an annual retainer and reports to Ikea’s managing

director in the UK, Goran Nilsson.



The agency’s brief covers planning and environmental issues related to

Ikea’s UK growth strategy.



Shandwick will also communicate Ikea’s pricing policy to Government at a

time when competitive prices are of particular interest.



The account will be headed by Shandwick public affairs chief executive

Colin Byrne, with Shandwick corporate account director Emma Thomas

acting as his second in command.



Byrne said: ’Ikea has all the issues of a high-profile corporate

citizen.



It has an aggressive growth plan for the UK and retailing is an industry

under increasing scrutiny, so it was felt that it was time to recruit an

agency for corporate and public affairs.’



Ikea does not currently use any other corporate or public affairs

agencies.



Its consumer PR is handled by Condor PR.



The homestore chain has nine outlets in the UK, of which the latest was

opened two weeks ago in the centre of Bristol, prompting local fears of

increased traffic jams due to the popularity of the brand.



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