TORONTO — Furniture giant IKEA has moved its Canadian PR business to Edelman.

Edelman was named IKEA Canada’s agency of record following a competitive review. The Canadian business previously belonged to Hill+Knowlton Strategies. Edelman also works with IKEA in the UK, Australia, China.

Edelman will provide comprehensive support for the Swedish retailer through consumer, corporate and crisis communications, with the goal of strengthening the brand in Canada and building trust with consumers in the market. Edelman’s remit also includes digital communications, influencer engagement, public affairs, and media insights.

Edelman Canada will be collaborating with the brand and its other agency partners to develop and execute strategic communications campaigns that emphasize IKEA’s commitment to sustainability and quality.

"Edelman Canada has a great history of delivering exceptional communications strategies for clients across multiple industries," said Tanya Bevington, head of communications at IKEA Canada. "We're energized by the creativity, expertise and integrated approach that they will bring to helping IKEA continue to connect with the many Canadians as we build trust through compelling stories that showcase our values and vision."