Staff Reporters
May 15, 2019

BBH set to defend Ikea creative duties in Southeast Asia

Home furnishings giant invites creative agencies to pitch.

The Ikea Human Catalogue was awarded at Cannes Lions and Spikes Asia in 2018.
The Ikea Human Catalogue was awarded at Cannes Lions and Spikes Asia in 2018.

BBH Singapore is preparing to defend its creative mandate from Ikea Southeast Asia, after the furniture retailer invited creative agencies to a competitive pitch.

BBH has held the account for the past six years, running integrated communications campaigns for Ikea in Singapore, Malaysia, and later, Thailand. During that time, the agency scored hits with Ikea's local catalogue campaigns, including the "Bookbook" in 2014 and "Human Catalogue" in 2017 and a hilarious dance tune to open its Cheras store in Malaysia in 2015 with lyrics based on Ikea item names.

Nigel Richardson, head of marketing for Ikea Southeast Asia, noted in a release that the brand had an "excellent working relationship" with BBH, but the review was a part of a regular internal process.

“We love to experiment and innovate," Richardson said. "We look forward to a competitive pitching process to see the fresh ideas that BBH and other parties bring to the table.”

John Hadfield, CEO of BBH Singapore, added, "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."

Last September, Ikea switched creative agencies in China following a competitive pitch won by Wieden+Kennedy after BBH China had held the account for several years. 

Tags

Related Articles

Just Published

1 hour ago

It's time brands stop paying lip service to ...

The pandemic has opened new customer experience opportunities that should not be ignored by only adding a few generic digital tools, says Wunderman Thompson's APAC strategy chief.

4 hours ago

WFH means longer, ‘rollercoaster’ days, but no drop ...

Yet job satisfaction remains high, according to an employee survey by US agency Goodby Silverstein & Partners.

4 hours ago

ViacomCBS' Sumner Redstone dies at the age of 97

The media mogul led Viacom as executive chairman of the board for almost 30 years.

4 hours ago

There is now a mayo-themed Hellmann's Island on ...

And its residents want to make change in the real world.