Ikea picks new creative agency

IKEA Singapore has named independent creative agency The Secret Little Agency as its new lead creative agency of record, according to the agency in a statement.

The Secret Little Agency will handle all integrated campaigns, marketing strategy, product campaigns, digital and social communications development, and more in its new remit. 

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“After going through the 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," said Nigel Richardson, head of marketing at IKEA Southeast Asia.

"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,” he added. 

This win is an expansion of IKEA’s growing relationship with The Secret Little Agency and Mother globally, with Mother London leading creative duties for IKEA United Kingdom and Ireland.

“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,” said Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency.

The news comes shortly after IKEA names McCann as global brand marketing partner in September this year.

With McCann Worldgroup Spain as its home base, the agency will lead IKEA retail for the Ingka Group, which consists of 379 IKEA stores across 31 markets from September 2023, and the outcome of these plans will be visible during Spring 2024. 

McCann Worldgroup was chosen as its global philosophy of Truth Well Told is in line with IKEA’s vision to create a better everyday life for people everywhere, based on universal human truths.

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