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The Secret Little Agency wins creative mandate for Ikea Singapore

SINGAPORE — 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. 

“We are looking forward to stepping into a new era of inspired creativity together with IKEA. Like all creatives, we are restless to realize 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 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 at 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. Prior to this appointment, creative duties for IKEA Singapore were helmed by TBWA\Singapore.

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