The agency will be tasked to develop a regional strategy that encapsulates Ikea’s brand position, which will be used across the Singapore and Malaysia markets.
The appointment came after Ikano Retail Asia shortlisted three creative agencies for its flagship furniture brand in April. The other two agencies were incumbent Lowe and BBH.
“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,” said Irene Lau, regional marketing manager at Ikano Retail Asia.
She added that Ikea hopes to strengthen its brand proposition as fun, inspirational and accessible through this partnership.
Jarek Ziebinski, president at Leo Burnett Asia-Pacific, said he feels an attachment to Ikea, having worked for the client for more than a decade in Eastern Europe in a previous role. Leo Burnett will launch the first campaign on 1 September.
John Kyriakou, CEO of Leo Burnett Singapore, added, "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.”
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