Swedish homeware giant Ikea, which is expanding in the UK, has
selected Shandwick as its first corporate and public affairs agency in
The agency won the work without a formal pitch, although Ikea is
understood to have considered other agencies before coming to a final
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
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
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.