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.”
Congrats to TBWA, no doubt they have [Edited under Mumbrella’s community guidelines] to ‘win’ this ‘pitch’.
Reply[Edited under Mumbrella’s community guidelines]
No surprise that everyone with any creative talent is looking for lifeboats to get out of this dead industry.
I don’t understand the heavy use of quotation marks in Bruce Lee’s comments
Are you suggesting that this pitch was, in some way, a forgone conclusion? Because I didn’t see this coming and everyone I knew in the industry thought that a BBH hold was the only outcome.
Are you suggesting that it’s not a win, or that it wasn’t a pitch
ReplyIkea has done the smart thing of dumping an agency that brought fame to itself via Ikea, and hiring an agency that can bring fame to Ikea.
ReplyI knew this was imminent after that Ikea Memory Promo
ReplyLike how the [Edited under Mumbrella’s community guidelines] created fame by copying from existing YouTube videos for their [Edited under Mumbrella’s community guidelines] video…. My friends in USA and Apple laughed when they saw the video and the agency claiming it as their original idea. Singapore’s work does create fame for the wrong reasons in the last 10 years.
ReplyNot sure why everyone here are suddenly talking smack about BBH. BBH did some of the best work for Ikea, that everyone else in the industry still look up to. Loss aside, congrats to BBH for all their success with the account. TBWA has big shoes to fill.
Replywell said. the only office in asia i have been jealous of. ikea memory was unforgettable. well done bbh.
ReplyWhoa just saw the post from BBH handing the keys over to TBWA. class act all the way. everyone who heads to work at BBH today, should walk in with their heads high. class always wins.
ReplyIf the relationship was so good and both loved each other so much, the account wouldn’t have moved. Saw the handover post…yawn…bit of a first thought, innit? Just a routine to squeeze a little PR out of a loss. The gushing posts from ex and current employees were the icing on the cake…kissing ass is still alive and well.
ReplyWow what a sad sack you are, if you are upset that employees of the agency actually feel proud to work there. Wonder what shitty workplace you work in.
Reply…comes into the country, calls a pitch, knows [Edited under Mumbrella’s community guidelines], moves account to look as if they’re doing something.
Meh.
ReplyDYR did good work for Ikea and still lost the business.
ReplyLowe did good work too. And lost the account too.
BBH did the same. And got the same.
Maybe it’s not always about the work?
Maybe it’s about work that sells things, rather than wins things?
Replyfor bbh to hold the ikea account since 2013, is an achievement in itself. i think for bbh, losing the ikea account is a good thing because this will continue to humble them and help them to grow creatively as an agency. i have always admire bbh’s work and hope that they continue to produce great work! tbwa, we wait with bated breath on what’s to come.
ReplyIKEA as a client is a [Edited under Mumbrella’s community guidelines] .. everything is “IKEA way” without any regards for [Edited under Mumbrella’s community guidelines]
ReplyHave your say