IKEA Singapore appoints The Secret Little Agency as creative agency of record

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IKEA Singapore appoints The Secret Little Agency as creative agency of record

Following a highly competitive closed-door pitch, IKEA Singapore has appointed independent creative agency The Secret Little Agency as its new lead creative agency of record. Prior to this appointment, creative duties for IKEA Singapore were helmed by TBWA\Singapore.


Nicholas Ye & Mavis Neo, Co-Chief Creative Officers, 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.”

The Secret Little Agency’s remit includes all integrated campaigns, marketing strategy, product campaigns, digital and social communications development, and more.

“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,” said Nigel Richardson, Head of Marketing, IKEA Southeast Asia.

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.

Celebrating 45 years since opening its first store in Singapore in 1978, IKEA is the world’s largest home furnishing retailer, with 460 stores in more than 60 countries.