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. 


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