It's not often that we see agencies addressing their losses out in the open. But BBH Singapore set a new bar with its classy Facebook post bidding farewell to its long-time client, IKEA Southeast Asia. The agency, which has been on the creative account for over six years, gave a special shout-out to TBWA\\ Singapore, which won IKEA's four-month long regional pitch.
Against a backdrop of black boxes and an iconic do-it-yourself allen key from IKEA, the creative reads simply: "Treat it well". The post garnered over 120 reactions and 20 shares in less than an hour. Several commentators applauded BBH Singapore for the "classy" move.
Just yesterday, news broke that IKEA Southeast Asia has appointed TBWA\\Singapore as its new lead creative agency for the region. Appointed for three years, TBWA\Singapore will assume responsibility for most of the brand’s creative work including integrated campaigns, store opening campaigns, digital and social communications across Singapore, Malaysia and Thailand.
Marketing understands that the allen key and a note were also hand-delivered to TBWA\\ Singapore's office. Well done, BBH.