Ikea announces pitch for SE Asia creative business – incumbent BBH in the fray

Ikea South East Asia has put its creative business up for pitch. The invitation has been extended to the incumbent BBH Singapore which was appointed in 2013.

Ever since, BBH has been the lead agency on the brand, running integrated communications in Singapore, Malaysia and Thailand, as well as supporting localisation of campaigns across the region.

Speaking about the pitch, Ikea South East Asia head of marketing Nigel Richardson said: “Marketing communication – from advertising to social media and more – is constantly evolving and shifting how we view the world. We love to experiment and innovate. That’s why an agency review is just a normal part of our internal process.

“We have had an excellent working relationship with BBH for the last six years and are proud of the memorable campaigns we launched together. We look forward to a competitive pitching process to see the fresh ideas that BBH and other parties bring to the table.”

BBH Singapore CEO John Hadfield said: “We understand and respect the decision to conduct a statutory pitch process. We are hugely proud of the work, outcomes and relationships that we have built with the IKEA team over the past six years and are fully committed to renewing these.”

Ikea launched in India last year, hiring Dentsu Impact as its creative agency. After a pitch for the China business in which BBH, the incumbent did not participate, Wieden + Kennedy Shanghai was announced the winner last September and signing a two year contract.


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