OMD will be the media agency-of-record for Swedish company Ikano, which operates Ikea stores in Singapore.
The new business is estimated to be worth US$2.8 million, according to a source close to the account.
The pitch was managed by Ikea’s regional marketing manager, Yap Poh Choo, who is based in Malaysia.
The new business is estimated to be worth US$2.8 million, according to a source close to the account.
The pitch was managed by Ikea’s regional marketing manager, Yap Poh Choo, who is based in Malaysia.
Ikea’s media account was until now being handled by local shop 360, which was at one point also handling its creative business.
In 2008, Ikea handed its creative business in Singapore to independent shop, Work Advertising. However, in October last year, it moved the account to Lowe Malaysia, its agency-of-record in Malaysia.
The brand’s business in Asia-Pacific is split between different agencies with WPP’s MEC and MediaCom handling a larger share of the account.
In January this year, MEC Shanghai retained the brand’s media account in China after a final shootout against Starcom, while last year Mindshare won its digital business in Taiwan. MediaCom is believed to handle Ikea’s media in Australia.
Ikea is the largest furniture retailer in Singapore and in recent years has positioned itself as a brand with environmentally friendly practices. Ikanos turnover in 2008 for Singapore, Thailand and Malaysia was $260 million.
