Ikea Southeast Asia has named TBWA\Singapore as its new creative agency after an intensive search which started in May this year.
TBWA\Singapore's three years appointment will see the creative agency assume responsibility for most of the brand’s creative work including integrated campaigns, store opening campaigns, digital and social communications across Singapore, Malaysia and Thailand.
Nigel Richardson, head of marketing for Ikea Southeast Asia said: “Holding a review of agencies is part of our normal IKEA process and we are constantly looking for fresh ideas and creative point of views that deliver inspiration through an integrated communications approach. TBWA\ delivered just that in their proposal and stood out with a refreshing angle to deliver our brand promise across to customers. I look forward to a great creative partnership and to be challenged by the upcoming work.
At the same time, we’d like to thank BBH for all the hard work and support across the years. BBH led some of the most memorable campaigns for IKEA Southeast Asia, including “Ikea Bookbook” and the “Ikea Human Catalogue. ”
Ara Hampartsoumian, chief executive officer, TBWA\Group Singapore said: "We are thrilled to have been awarded this opportunity by Ikea Southeast Asia, and we’re proud of the TBWA team who delivered an integrated strategic solution and showed real passion for the brand during the pitch. Ikea Southeast Asia has set the bar high and we share the same vision: to deliver vibrant and creative work that connects with culture and captivates audiences."
In a rare display of good spirit by a losing agency after TBWA's win was announced, BBH posted on Facebook a picture of an Allen key with the caption: "Treat it well”.