BBH Singapore rejigs Ikea leadership with hire of Mara Vidal
BBH Singapore has undergone a reshuffle with the hire of a new creative director for its Ikea account.
The agency has hired former freelance creative Mara Vidal to take over the brand’s creative direction from Nikhil Panjwani, who has moved onto the Nike and Vaseline accounts.
She will report to Joakim Borgstrom, the executive creative director of BBH Singapore.
Vidal has been a freelance creative director for the past four years.
She started her career in Fallon London, and has since worked with many creative and digital agencies such as Digitas LBi, Mother and Google.
She said: “BBH Singapore has that big, brave can do mentality where you feel anything could happen. I’m very excited to be part of the team here, and can’t wait to go all in”.
The creative rejig comes months after Panjwani led Ikea’s ‘Unforgettable’ campaign, which saw a two-time memory champion attempt to remember pages of the 2018 catalogue.
In line with BBH Singapore tradition, Vidal will now be tasked with coming up with a memorable concept for Ikea’s 2019 catalogue campaign.
Previous incarnations have included 2014’s infamous ‘Book Book’ campaign, which went viral for its humorous parody of the iPhone.
Straight from M&I website announcing the hire:
“Her creative works and accounts also include Cadbury’s Gorilla campaign….” (the one with an ape banging the drums to a phil collins drum solo and winner of every award at that time.
I think it is always a bit dicey to [Edited under Mumbrella’s community guidelines]
Reply[Edited under Mumbrella’s community guidelines]. Especially since clients in Asia are massively cutting marketing budgets, wouldnt it make more sense to promote from within BBH?
ReplyMust be tough working your way up in [Edited under Mumbrella’s community guidelines].
ReplyHey, looks like we women are just as good as the men.
ReplyAlright then. So you’re just going to drill your head into the [Edited under Mumbrella’s community guidelines]
ReplyI’m Asian. I don’t have a problem with expats calling the shots, if they have the creative and managerial wherewithal to elevate the quality of work from local arms of global shops. That’s really what it all boils down to.
Historically though, in Asia, that transformation has come from expats. Sure, you’ve got local heroes in each country. But they haven’t taken their respective outfits to global scale. Exceptions being Thailand and Japan, along with a name or two from Manila. Malaysia and Indonesia offer flashes, while Cambodia, Myanmar and Vietnam are certified creative write-offs.
Ian Batey and Frenchie were Singapore beacons. Stevie Llewelyn too, more recently.
[Edited under Mumbrella’s community guidelines].
ReplyYou’ve got some pretty low standards. [Edited under Mumbrella’s community guidelines]….rest my case.
ReplyToo much jealousy? Chill guys. She’s pretty rad. Go get back to work.
ReplyI don’t think you understand what ‘rad’ means…it certainly doesn’t mean [Edited under Mumbrella’s community guidelines]t.
ReplyWas curious to see what was so great about [Edited under Mumbrella’s community guidelines].
Reply[Edited under Mumbrella’s community guidelines]. Shows us some Cannes.
ReplySounds like you’re another slave to the Cannes machine. Grow up and get a hobby. I will choose good consistent work over a scam lion anyday.
ReplyIf I’m a Cannes slave, BBH London must be a galley.
ReplyHave it on good authority with a little help from friends from a certain [Edited under Mumbrella’s community guidelines].
ReplyHave your say