Creative agency Bartle Bogle Hegarty named one of top 3 agencies in international award

Bartle Bogle Hegarty Asia Pacific CEO John Hadfield in the advertising firm's office. The creative agency, which came up with the Ikea BookBook campaign which spoofed Apple videos, has been nominated for a global industry award as one of the top
Bartle Bogle Hegarty Asia Pacific CEO John Hadfield in the advertising firm's office. The creative agency, which came up with the Ikea BookBook campaign which spoofed Apple videos, has been nominated for a global industry award as one of the top three agencies worldwide. -- ST PHOTO: NEO XIAOBIN

SINGAPORE - Its advertisement for Ikea, which spoofed tech giant Apple's mega-thin MacBook laptops, by featuring the store's furniture catalogue as an 8mm "bookbook", helped the Singapore branch of creative agency Bartle Bogle Hegarty (BBH) win a global award.

The social media ad attracted more than 16 million views on YouTube and praise from international media such as Britain's Telegraph newspaper and Time magazine in the United States.

On Monday, BBH Asia Pacific (Singapore) was named one of the top three agencies in the world by American magazine Advertising Age, as one of two runner-ups in its annual International Agency of the Year Award which recognises companies that have produced outstanding work and financial growth.

BBH Asia Pacific's chief executive John Hadfield said: "The Ikea campaign put us on the global map and it had a big part to play in the nomination."

According to Advertising Age, this is the second time since 1998 that a Singapore-based agency has been nominated for its awards.

Also, in its annual ranking of companies, campaigns and creative individuals for the year 2014, a copywriter and art director who were formerly with the advertising agency BBDO Singapore, Mr Nikhil Panjwani and Mr Gary Lim, were ranked top 10 in their respective categories.