Entropia’s head of integrated brand experiences Natasha Aziz joins IKEA

Natasha Aziz (pictured), former head of integrated brand experiences at Entropia Blanc, has joined IKEA Southeast Asia as marketing manager, shopping centre, according to her LinkedIn. IKEA declined to comment on A+M‘s queries.Aziz joined Entropia earlier this year and prior to that, was the head of account management at FCB Malaysia for more than five years. She also previously had stints with OgilvyAction, Jones Knowles Ritchie and Pi global. In these roles she handled clients such as Unilever, Mondelez, Beiersdorf and many others.Separately, the company also called for a creative pitch last month, with incumbent BBH Singapore also invited to participate. BBH Singapore has been the lead agency on the account for the past six years, responsible for running IKEA’s full suite of integrated communications in Singapore and Malaysia, and more recently in Thailand.Currently, there are four shopping centres across the region anchored by IKEA – IPC, MyTOWN and Toppen in Malaysia, as well as Megabangna in Thailand. Meanwhile in February this year, the company also launched its fourth IKEA store in Batu Kawan to serve more than 6.6 million people in the northern region. To drum up publicity for its new store in Penang, IKEA unveiled a quirky campaign, developed by BBH Singapore, celebrating the city’s culture through the use of light-hearted Hokkien wordplay.