Singapore – Multinational home furnishing retailer IKEA has named independent creative agency The Secret Little Agency as its new lead creative agency of record.
The agency’s remit includes all integrated campaigns, marketing strategy, product campaigns, digital and social communications development, and more.
This win is an expansion of IKEA’s growing relationship with The Secret Little Agency and Mother globally. It is worth noting that Mother London is also leading creative duties for IKEA United Kingdom and Ireland, and both agencies are under a joint venture to expand their services in Asia.
Prior to this appointment, TBWA\Singapore was taking the helm of IKEA Singapore’s creative duties.
Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency, said, “We are looking forward to stepping into a new era of inspired creativity together with IKEA. Like all creatives, we are restless to realise the creative opportunity that IKEA presents, but not without staying focused on being real strategic allies to IKEA here and wherever they need.”
Nigel Richardson, head of marketing at IKEA Southeast Asia, also shared, “After going through the competitive pitch and creative response process, The Secret Little Agency demonstrated strong strategic thinking, a solid knowledge of the IKEA brand, the IKEA tone of voice, and were a great values and culture fit. Their mindset of being a creative company that solves problems in surprising and entertaining ways sits very well with IKEA, a vision-driven home furnishing retailer.”
