Home furnishing retailer IKEA today appointed Leo Burnett as its creative agency to run its full suite of creative services. Leo Burnett will be tasked to develop a regional strategy that encapsulates IKEA’s brand position, which will be used across the Singapore and Malaysia markets.

“IKEA is excited about this new partnership and Leo Burnett stood out with a refreshing angle that we believe will effectively deliver our brand promise across to customers, co-workers and our other stakeholders. We hope to strengthen the IKEA brand proposition as fun, inspirational, and accessible to the lives of the many through this partnership,” says Irene Lau, Regional Marketing Manager, Ikano Retail Asia.

The win comes after a call for a closed door pitch by Ikano that included BBH, incumbent Lowe Asia Pacific and Leo Burnett.

”Personally, I’m exceptionally happy about this win as it was a key client I worked with for over a
decade in my previous role in Central Eastern Europe and I feel much attachment to IKEA. It is a
privilege to be able to work with this iconic brand again in Southeast Asia. I am proud of the work
we presented on the pitch day and I hope most of it will get done. I would like to thank my team
for the good job and our new client for their confidence in us and the great opportunity,” says
Jarek Ziebinski, President, Leo Burnett Asia Pacific.

"It’s probably hard to find an agency in town who wouldn't want to work with IKEA. It is one of
the rare global brands that truly does shape the way people live. We are elated to be given the
chance to work with a brand like IKEA and look forward to building on what is already a great
brand across all channels,” says John Kyriakou, CEO from Leo Burnett Singapore.

The new agency will start their campaign run from 1 Sept 2013.