The three-year contract includes traditional advertising, digital, social, activation and in-store activities for Singapore and Malaysia.
"Appointing BBH was a closed door decision," Irene Lau, regional marketing manager for Ikano Retail Asia, told Campaign Asia-Pacific. "Along with IKEA’s commercial strategy and insights from a commissioned 'Life at Home' survey, we have challenged BBH to formulate a communication strategy that best brings out the brand position of 'You Know Me' to the many people. We are confident that BBH will be able to effectively deliver the IKEA brand promise across to customers."
Ikea appointed Leo Burnett last year to take charge of its full suite of creative services and develop a regional strategy to be used in Singapore and Malaysia.
"At the completion of our contract with IKEA Singapore, we are very proud of the work we have jointly created for the brand during this time," said Josh Grace, MD of Leo Burnett Singapore. "We wish BBH the best on their next leg of the journey with the iconic brand that is IKEA."
BBH has already begun work with a communication strategy across both countries and a launch campaign due for August.
Updated, 2:38 pm, 3 June: Added comments from Leo Burnett.