Winner: MWW Group @ Deutsch and IKEA: Americans Embrace Change with IKEA

Judges agreed that MWW hit it out of the park for IKEA with the PR portion of "Embrace Change 2009" by capitalizing on the Presidential inauguration and gaining the brand nearly 500 million media impressions worldwide.

"Brilliant and gutsy," said one judge. "Original, highly creative, well executed," noted another.

After upgrades to DC stores, the aim was to reintroduce the IKEA concept and revive enthusiasm.

The team captivated the public ...