Edelman has been chosen as IKEA’s newest agency of record, with a mandate that stretches beyond traditional PR.

“Edelman Canada has a great history of delivering exceptional communications strategies for clients across multiple industries,” said Tanya Bevington, IKEA Canada’s head of communications, in a release. “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.”

Aside from consumer, corporate and crisis PR, Edelman will provide support for digital communications, influencer engagement, public affairs and media insights, all with a goal of helping IKEA reach audiences around core brand priorities including sustainability, life at home, and affordability.

Edelman—which already works with IKEA in other key markets—will also work closely with IKEA’s other brand and agency partners, which include Rethink and Carat.

“IKEA Canada’s mission to create a better everyday life for the many people has never been more important,” said Bianca Freedman, CEO of Edelman Canada, in the release. “Edelman and IKEA share many core values. We are thrilled to help power this bold vision and to emphasize the power of action to build trust and ultimately drive growth.”

Hill + Knowlton was IKEA’s previous PR agency in Canada.