TBWA Singapore wins Ikea South East Asia business from BBH

TBWA\Singapore has won the South East Asia business for Ikea. The pitch was announced in May this year and included the incumbent BBH Singapore which had worked on Ikea ever since 2013.

The duration of the relationship with TBWA\Singapore is for three years. The mandate covers integrated campaigns, store opening campaigns as well as digital and social communications across Singapore, Malaysia and Thailand.

Speaking about the appointment of TBWA, Ikea South East Asia head of marketing Nigel Richardson said: “We are excited with our new partnership. Holding a review of agencies is part of our normal Ikea process and we are constantly looking for fresh ideas and creative points of view 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 to customers. I look forward to a great creative partnership and to be challenged by the upcoming work.” 

Richardson also took time out to acknowledge the contributions of BBH Singapore to building the Ikea brand in the region and said: “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‘. 

TBWA\Group Singapore CEO Ara Hampartsoumian added: “We are thrilled to have been awarded this opportunity by Ikea South East 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 South East 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.” 


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