Ikea Southeast Asia Sends Its Creative Account to TBWA\Singapore


Ikea Southeast Asia recently announced that it is sending its creative account to TBWA\ Singapore. TBWA\Singapore will be Ikea Southeast Asia’s new creative agency of record. The appointment comes after an intensive search which started in May this year.

Ikea Southeast Asia Sends Its Creative Account to TBWA\Singapore

Ikea Southeast Asia Sends Its Creative Account to TBWA\Singapore

TBWA\Singapore will work for the brands Southeast Asia branch for three years. They will assume responsibility for most of the brand’s creative work. This creative work will include integrated campaigns, store opening campaigns, digital and social communications. It will span across Singapore, Malaysia and Thailand.

Ikea Southeast Asia Speak about the Appointment

Nigel Richardson, head of marketing for Ikea Southeast Asia spoke about the new appointment. He stated that holding a review of agencies is part of their normal IKEA process. He explained that the brand is constantly looking for fresh ideas and creative point of views that deliver inspiration through an integrated communications approach. According to Richardson, TBWA\ Singapore delivered just that in their proposal and stood out with a refreshing angle to deliver their brand promise across to customers. Richardson stated that the brand looks forward to a great creative partnership and to be challenged by the upcoming work.

He also thanked BBH for all the hard work and support across the years.

TBWA\Singapore Speaks on the Appointment

Ara Hampartsoumian, chief executive officer, TBWA\Group Singapore spoke about the appointment. She expressed the agencies excitement to be working with IKEA. She stated that they are proud of the TBWA team who delivered an integrated strategic solution and showed a real passion for the brand during the pitch.  Hampartsoumian stated that Ikea Southeast Asia has set the bar high and they share the same vision. This vision is to deliver vibrant and creative work that connects with culture and captivates audiences.


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