IKEA Southeast Asia has called for a closed-door creative pitch. Incumbent BBH Singapore has been invited to participate in the pitch as well.
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. The agency has also been supporting the brand in localising content ideas for our Southeast Asia markets. Among the list of campaigns include the IKEA Bookbook in 2014, the opening of the IKEA Cheras store in 2015, the IKEA Human Catalogue in 2017 and its Hokkien campaign for the new store in Penang this year
In a statement to Marketing, IKEA’s spokesperson said a decision will be made in a few months’ time and it is looking to appoint a single agency. It declined to comment on Marketing‘s queries on the length of appointment.
CEO of BBH Singapore John Hadfield said: “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.”
IKEA Southeast Asia’s head of marketing, Nigel Richardson, said marketing communication – from advertising to social media and more – is constantly evolving and shifting how consumers view the world. “We love to experiment and innovate. That’s why an agency review is just a normal part of our internal process,” Richardson said.
“We have had an excellent working relationship with BBH for the last six years and are proud of the memorable campaigns we launched together. We look forward to a competitive pitching process to see the fresh ideas that BBH and other parties bring to the table,” he added.
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