Singapore – Independent brand activation agency ZEAL has acquired a 51% stake in Tommy, a social-first creative studio known for its work with brands including Amazon, TikTok, Netflix, Mastercard and Google. The acquisition brings together two independent agencies with complementary capabilities across brand activation, social content and experiential marketing.
The move comes as brands face increasing pressure to capture attention in fragmented and fast-moving digital environments, where buying journeys are often compressed and influenced by multiple touchpoints. By combining Tommy’s expertise in social-first content and innovation with ZEAL’s strengths in shopper marketing, experiential activation and partnerships, the agencies aim to deliver work designed to connect cultural relevance with commercial outcomes.
Founded in London, with studios in Singapore and Los Angeles, Tommy adds international scale and capabilities spanning social-first content, augmented reality, out-of-home and experiential work. Under the agreement, Tommy will retain its brand and creative independence while integrating with ZEAL’s broader offering. The studio will also collaborate with ZEAL’s London and Manchester teams to serve clients across markets and disciplines.
Chris Edwards, CEO at Tommy, said, “We’ve always believed in creativity that genuinely connects with people. Partnering with ZEAL allows us to scale that belief across regions – blending our social-first craft with ZEAL’s brand activation and partnership expertise to deliver work that moves people and products alike.”
He added, “With teams in Singapore, London and LA, we’re perfectly positioned to serve brands that operate at a global pace but connect locally. We’ve built our reputation with culture-shaping brands like Amazon, TikTok, Google, Mastercard and Netflix, and with ZEAL we’ll bring that same energy to FMCG and retail – creating bold, connected ideas that thrive in APAC’s fast-moving, mobile-first world.”
Meanwhile, Chew Guo-You, managing director at Tommy Singapore, commented, “Since 2017, Tommy has been built on the belief that creativity should move at the speed of culture and technology. Joining forces with ZEAL allows us to accelerate that vision at scale, pairing our strength in social-first activations, innovation and interactive experiences with ZEAL’s award-winning brand and retail activation expertise. Together, we’re uniquely positioned to help global brands create meaningful impact across APAC at every key moment of engagement.”
The combined offering will focus on delivering end-to-end activations that move from culture to commerce, supported by ZEAL’s proprietary Zeal EQ™ methodology, which is designed to drive emotional impact and effectiveness across touchpoints.
The acquisition forms part of ZEAL’s longer-term growth strategy, following recent launches including experiential arm ZEAL X and partnerships unit ZEAL Collab in 2024. ZEAL’s client roster includes Nestlé, Arla, Suntory and Kraft Heinz.
The deal also strengthens ZEAL’s presence in the technology and entertainment sectors, an area of continued focus for the agency. Through ZEAL X and ZEAL Collab, ZEAL currently works with brands such as PlayStation, Sony, Spotify and Sky. With Tommy’s client base across Amazon, Netflix, TikTok, Adobe and Google, the group is expanding its footprint across culture-led and content-driven marketing.
