Tag: The Secret Little Agency

Singapore – Creative agency The Secret Little Agency (TSLA) has appointed Ng Li Ting as business director to boost its earned media capabilities. With the appointment, TSLA aims to improve its creative services by integrating fame, PR, and earned-media communication planning.

In her new role, Ng will work with TSLA’s creative and strategy teams and develop its PR capabilities to enhance the agency’s communications services.

Ng brings over a decade of experience in public relations, with expertise in brand reputation management, storytelling, and influence marketing. Prior to the appointment, she worked with PR agency DeVries Global, where she collaborated with global clients like Procter & Gamble, Kenvue, Merz Aesthetics, Dyson and ASICS.

She also led DeVries Global’s innovation, introducing search-powered PR and the Gen Z incubator to enhance the agency’s capabilities beyond PR.

Ng commented, “Too often, PR gets pulled into creative-led campaigns as an afterthought to demonstrate impact, when it really should be a core consideration from conceptualisation. When I was first approached for the role, I was thoroughly impressed by TSLA’s creative track record in delivering high-quality PR value across most, if not all, of their work. The agency has already been doing amazing work that has earned talkability not just in the region but globally. I look forward to bringing my PR lens to propel the best work of our career, and to learn from some of the industry’s best talent here at TSLA.”

“Our clients have benefited greatly from seeing the work they do with us, out-earn even their paid media campaigns. Li Ting joins at a time of tremendous momentum for the agency, and we are relieved that now we have this capability, at the highest levels, in-house to supercharge our creative ideas and give them the ROI and impact they were truly meant to land in culture,” Eunice Tan, group chief executive officer at TSLA, said.

“In a world where culture is constantly in flux, the ability to craft sharp, resonant narratives and land them in the right moment, through the right voices, is everything. Li Ting joins us with deep experience in doing just that. More importantly, she shares our belief that fame can – and should – serve a higher purpose. For us, public relations is not an add-on, but a vital creative force for us to keep on growing and creating work that makes our children proud,” Tan adds.

Singapore – Airlines group Star Alliance is highlighting the significance of seamless interline trips in its latest global brand campaign. ‘The Rhythm of Excellence’ campaign was created in collaboration with independent creative agency The Secret Little Agency (TSLA).

Reinforcing its purpose of making journeys seamless across its network of 25 member airlines, Star Alliance shows scenes behind multi-carrier travel. It spotlights the coordination and rhythm between people to make travel convenient.

Through a film, Star Alliance and TSLA capture operational challenges behind interline travel, turning them into an emotionally resonant journey. Accompanied by jazz music to represent the flow of seamless trips, the film uses visual and sonic elements to show operational excellence.

It was filmed in Tokyo Narita and Singapore Changi, the busiest connected hubs, to capture the authenticity of travel while incorporating rhythm, precision, and design.

The key visuals of the campaign are also reminiscent of musical bars. It visually captures the campaign’s concept of an orchestrated rhythm among Star Alliance’s member airlines.

“With The Rhythm of Excellence, we wanted to capture the flow of a well-planned, well-timed and well-connected journey. One made possible by harmonising the strengths of 25 airline partners across the globe. Like a jazz ensemble, each airline plays its own tune, intricate, dynamic, yet together, they move in effortless sync that creates a rhythm built on shared service standards, where every moment leads seamlessly into the next, creating a travel experience that flows,” Mavis Neo & Nicholas Ye, co-chief creative officers at TSLA, said.

“One that passengers can feel, even if they don’t see it. This film was crafted to communicate Star Alliance’s role in enabling this flow across time zones, continents and touchpoints across our planet,” Neo and Ye added.

Renato Ramos, vice president, corporate strategy at Star Alliance, commented, “This campaign expresses the heart of our role and purpose as the enabler of seamless interline journeys. Customers mostly engage directly with our Members. It’s through their operations that our initiatives are brought to life — from check-in and baggage handling to lounge access and loyalty rewards. This rhythm, collectively built, truly defines this Alliance experience.”

Singapore – Travel platform Klook is inspiring travellers to unveil their best selves through its latest global brand campaign. ‘The Best You’ campaign was made in partnership with independent agency The Secret Little Agency (TSLA).

More than a chance for luxury and escape, Klook and TSLA are reframing travel as a chance for self-discovery, emotional clarity, and personal growth. The campaign highlights how people can grow through meaningful experiences wherever they go.

As the travel industry continues to define travel through price and convenience, Klook is shifting the focus back to its emotional purpose. It champions discovery not only of places but also of people and their best selves.

As part of the campaign, Klook has launched a content series following Marie Kondo’s personal transformation journey. From her perfectionist self, she starts prioritising exploration and experiences a samurai training, robot dance part, and kintsugi workshop.

‘The Best You’ campaign also features a brand film and out-of-home placements, highlighting Klook’s experience offerings and emotional connections with them.

Complementing its concept of experiences sparking personal reflection, Klook and TSLA are also introducing an online personality quiz. By taking the quiz, consumers can understand their travel personas and get one of eight personas. The platform will also recommend bookable experiences based on the results.

Additionally, Klook has unveiled its limited-edition incense collection, made in collaboration with Oo La Lab. Five custom scents evoke various feelings and experiences, emphasising the user’s best self. The incense collection is distributed to Klook Kreators across 12 countries.

“The experiences you get from travel can often be life-changing and transformative. This narrative isn’t told fully by travel companies, especially market pioneers like Klook, who offer millions of travel experiences that help you open up, reconnect, and remember the good in things in life. We wanted to capture that sense of quiet transformation and tell a brand story that transcends products and platforms, focusing instead on how experiences can help people rediscover and realise their best selves,” Nicholas Ye and Mavis Neo, co-chief creative officers at TSLA, said.

“Becoming your best self isn’t something that just happens. Now more than ever, it takes conscious, deliberate effort. We took inspiration from the language of manifestation — how people envision and speak the best version of themselves into existence. To accompany this intention, we designed a dynamic aura treatment that visually captures the energy, vibrancy, and emotional resonance of becoming. It’s not just about where you go, but who you become along the way,” Ye and Neo added.

Marcus Yong, vice president, global marketing at Klook, commented, “We’ve always believed experiences offer more than just activities—they’re a way to see yourself differently. When the world feels unpredictable, people look for moments that bring them back to who they are. The Best You is our invitation to rediscover joy, connection, and personal growth through the simple power of travel and shared experiences.”

Singapore – Marriott Hotels in APEC has recently launched its global campaign ‘Wonderful Hospitality Never Sleeps’, focused on capturing the essence of global hospitality, spotlighting authentic moments of care and thoughtfulness tailored to guests in Japan, India, and beyond.

Conceptualised alongside The Secret Little Agency (TSLA), the campaign’s local expressions bring the global tagline to life by showcasing how hospitality manifests across cultures. Inspired by real stories and insights, scenarios range from a child enjoying both dosa and pancakes in India to a Marriott Hotel associate surprising a guest with a thoughtful gesture in Japan. Each moment captures the true essence of hospitality in its cultural context.

Directed by Australian filmmaker Jared Deparis and produced by The Sweet Shop, the campaign features evocative scenes shot on-location in India and Japan. The film celebrates the spirit of hospitality through real and relatable moments, and most importantly, capturing all the little gestures and everything that goes behind the scenes that makes your stay wonderful.

Nicholas Ye and Mavis Neo, co-chief creative officers at TSLA, said, “Hospitality is a big word. It means different things to different people. For some, it’s being greeted by name as a returning guest. For others, it’s something as simple as peeled fruit on arrival. This vastness in expectations, and how Marriott Hotels quietly continues to deliver on them, inspired the heart of this campaign. It is about the little gestures and the behind-the-scenes effort that make every stay at Marriott Hotels wonderful.”

Moreover, the campaign was developed by The Suite, a collective of independent award-winning agencies across Asia led by TSLA, and is a testament to Marriott Hotels’ commitment to authenticity and cultural relevance. 

Through The Suite, TSLA partnered with UltraSuperNew in Japan and Talented in India, both leading creative independent agencies in their respective markets. From the research phase to final executions, all partners collaborated closely to ensure the work was powered by genuine insights and cultural nuances. 

“All our partners were embedded within the process from the start, and we approached the work as one team, acting as one agency from the get-go. We needed to change the dynamic of multi-market partnerships to deliver the authenticity we strived for – we knew wanted no adaptors, only originators and for all our work to be powered by real strategic and cultural insights. Our partners worked closely with us at every stage to ensure resonance for APEC, India and Japan, down to the final executions,” both Nicholas and Mavis added.

Singapore – The Singapore Economic Development Board (EDB) is positioning the country as a reliable and safe place for businesses in a new global campaign in collaboration with The Secret Little Agency (TSLA).

Amidst global concerns about inflation, geopolitical tensions, and volatility, EDB and TSLA’s campaign showcases how businesses can invest in Singapore for stability. The campaign film sets Singapore apart from other parts of the world, tapping into the country being ‘predictable’ as an asset. 

TSLA and EDB have been collaborating since 2014, with the latest global campaign marking the preservation of their relationship.

The campaign is set to run across North America, Europe, and Japan, with Mindshare handling media buying and amplification.

“Singapore’s safe and reliable business environment lets businesses do what they do best – innovate, take risks, and make bold moves to succeed in today’s volatile world. We wanted to highlight this juxtaposition in a fresh and striking way; working with The Secret Little Agency, we were able to do just that. We’re already planning the next phase of this campaign, and we’re excited to work with such a wonderful creative partner on building the Singapore business brand,” Sim SzeKi, senior vice president and head of brand, marketing and communications at Singapore Economic Development Board, said.

Nicholas Ye, co-chief creative officer at The Secret Little Agency, commented, “We fell in love with companies that were leveraging Singapore’s well-known value proposition, built around trust and stability, to create groundbreaking, often risky and ambitious innovations. The entire campaign is built off these very real contrasts that we know global C-suites and companies such as Salesforce see and value in Singapore.”

Recently, Salesforce pledged a US$1b investment in Singapore, recognising it as a significant growth market for the company.

Singapore – Singaporean bank POSB is promoting better financial habits in its latest campaign in collaboration with creative agency The Secret Little Agency.

The campaign builds on the bank’s efforts to advance financial wellness amongst Singaporean consumers.

At the heart of the campaign is a film exploring the theme of life, shown through the lens of death. Directed by Thanonchai Sornsriwichai, it follows the relationship of a mother and her son, their story reminding viewers to honour life with good financial habits.

The film also intends to break the concept of financial planning as intimidating as it focuses on relatable characters.

POSB’s campaign follows the release of the Ministry of Finance’s Singapore Budget 2025 in February, which aims to strengthen Singapore’s economic resilience while investing in its future growth. The statement, delivered by Prime Minister Lawrence Wong, invited Singaporeans to reevaluate their money habits to manage their expenses well. 

A DBS study also prompted the campaign, which found that Gen Zs and millennials are falling behind in investing for their future.

“Through this film, we aim to broaden the concept of self-care to include prioritising our financial well-being. We have a responsibility not just to ourselves, but also to our loved ones, to plan our finances effectively and ensure a comfortable retirement. This is not a burden we want to place on those we care about. Neglecting our own financial wellness, even with the intention of caring for others, should not be seen as a selfless sacrifice. It is an important reminder that small, thoughtful steps can make a powerful impact, especially when it comes to managing money,” Lim Bee Bee, head of marketing at DBS Consumer Banking Group, said.

“The unavoidable truth is that financial planning is the most powerful act of care that impacts not only ourselves but our loved ones too. We were often told this as kids, yet in the hustle and bustle of life, we’ve forgotten that the simple act of building good money habits goes a long way for our future,” Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency, commented.

“We saw a need to shift our focus back to create a nationwide movement centred around good financial habits that will serve us not only today but for the rest of our lives,” they added.

Singapore – Singaporean bank DBS/POSB has released its new limited-edition home scent in time for the Lunar New Year, capturing the fragrance of mandarin oranges, a symbol of prosperity.

The ‘ABUNDANCE Home Scent, made in collaboration with The Secret Little Agency (TSLA), blends fresh and warm notes reminiscent of the festivities’ spirit, reflecting the tradition of sharing good fortune with the scent of mandarin oranges.

To create the scent, TSLA worked with perfume laboratory Oo La Lab to bottle the scent of abundance.

Promoting gift-giving during the Lunar New Year, DBS/POSB is giving away bottles of the home scent to customers who share a minimum of $8 with their loved ones using eGift or QR Ang Bao via PayLah!

Customers can redeem a free ‘ABUNDANCE Home Scent’ at DBS/POSB’s activations at Our Tampines Hub and Gardens by the Bay.

“Last year we bottled the scent of ‘huat’; this year we’ve evolved to capture the sweet smell of ABUNDANCE, a home scent that evokes warmth and overflowing prosperity into our homes to add a fun, unique sensory experience to our annual traditions,” Nicholas Ye and Mavis Neo, co-chief creative officers at TSLA, said.

“We wanted to bottle the festive spirit that Lunar New Year is known for, with a scent that wafts through our homes and corridors of our neighbourhoods reminiscent of the good fortune and prosperity the season brings,” Ye and Neo added.

“Following the success of last year’s HUAT Eau De Parfum fragrance, which we created to complement our QR Ang Bao gifting experience, we are excited to gift ‘ABUNDANCE’ to our customers this year in the form of a home scent. This initiative is part of our broader efforts to promote digital gifting, which also includes enhancing our eGift solution to allow for greater personalisation and launching our ‘$8,888 Abundance’ giveaway,” Lim Bee Bee, head of marketing, consumer banking group at DBS Singapore, commented.

Singapore – Klook, a travel services and experiences platform, is promoting travel security in its latest campaign for its insurance arm Klook Protect with creative agency The Secret Little Agency (TSLA).

The campaign aims to encourage travellers to ensure protection during their journeys and experiences, introducing the Klook Protection Agency. It reinforces Klook’s objective to insure travellers’ good experiences in light of risks.

As part of the campaign, Klook is releasing a series of videos featuring Singaporean content creator Simonboy traversing usual travel setbacks, such as bad weather and accidentally oversleeping.

Klook’s campaign highlights Klook protect’s features, including the Satisfaction Guarantee and No-Show Refund that can help save a traveller’s journey despite unexpected incidents.

Klook Protect’s recent study backs the campaign, which found that 48% of millennials and Gen Z travellers are facing more risks with their preference for experiential adventures, solo trips, and budget-friendly experiences.

“At Klook, experiences are the core of what we do. With the holiday season in full swing, this campaign is all about showing travelers how they can enjoy their year-end adventures worry-free. Insurance can be often seen as something to check off a travel list, so we’re flipping the script to inject some light-hearted humour to show how it empowers travelers to embrace the joy of their adventures,” Marcus Yong, vice president of global marketing at Klook, said.

“We loved the challenge of helping Klook craft a campaign that communicates safety, trust, and assurance. Klook Protect addresses the real needs of today’s travelers, and we’re proud to be able to bring it to life in a way that resonates and inspires through the K.P.A.,” Mavis Neo and Nicholas Ye, chief creative officers at The Secret Little Agency, commented.

Singapore – The Agency for Integrated Care (AIC) has teamed up with The Secret Little Agency (TSLA) to launch a youth-focused mental health campaign that takes an empathetic approach to destigmatise mental health support for Singapore’s youth. 

Called ‘REAL,’ AIC’s initiative aims to provide tailored mental health support for Singapore’s youth, destigmatise mental health discussions, and create accessible, approachable pathways to support.

Developed in partnership with TSLA, REAL addresses a common mental barrier among youth: the tendency to downplay their mental health struggles and dismiss their need for support. The brand’s mission is to validate young people’s experiences, help them acknowledge their challenges, and empower them to take action while normalising the process of seeking help.

AIC and TSLA crafted REAL’s tone of voice and messaging to connect deeply with youth, fostering a supportive space where they feel seen, heard, and understood. 

“With REAL, we wanted to break down the idea that one needs to look or act a certain way to ‘deserve’ help. In a world where mental health is often portrayed in visually homogenous ways, we took a contemporary approach with unique illustrations to portray the very real and complicated emotions and struggles that words or photos often cannot portray,” said Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency. 

They added, “By focusing on highly contextual placements and modern and varied relatable content that are deeply culturally resonant of mental health struggles in today’s society, REAL offers a way for young people to connect with support systems meaningfully. We’re here to meet them where they are and show them they’re not alone in what they feel.”

As part of the campaign launch, AIC and TSLA have unveiled vibrant, large-scale out-of-home (OOH) installations at key locations across Singapore, including Raffles Place, Bugis Plus, and Singapore Polytechnic. Each installation represents “larger-than-life” emotions, capturing the overwhelming nature of mental health struggles. REAL’s brand world also introduces characters designed to embody complex emotions, making these experiences more relatable and impactful.

Complementing these installations, REAL’s campaign features OOH placements at bus stops and in central business district (CBD) areas, delivering contextual and evocative messages tailored to youth. Digital ads on social media and YouTube cleverly use “skippable” formats to playfully remind young audiences that while they can skip the ads, they cannot skip or ignore their emotions.

Additionally, AIC and TSLA collaborated with popular youth favourites like PlayMade bubble tea and engaged in tactical media buys with Cups Media at tertiary institutions. These efforts extend REAL’s message through creative sticker packs and branded cups, effectively reaching youths in familiar, casual settings where they feel most comfortable.

The campaign also features the short film Burnout, produced in collaboration with Zhao Wei Films and directed by award-winning Singaporean director and writer Nicole Midori Woodford. The film tells a relatable story of young people attempting to suppress their anxieties, only to watch in horror as their worries grow uncontrollably instead of fading away.

A key character from REAL’s brand world, Fyre—a fire illustration symbolising anxiety—stars in the film, which tells the story of a young intern grappling with mental health. The three-minute short premiered at the 5th Edition Mental Health Film Festival Singapore (7-10 November 2024), bringing the REAL campaign’s mission to life.

The REAL initiative is AIC’s answer to the worrying data produced by their commissioned study, where 90% of youths have experienced a mental health challenge in the past 12 months but more than half are not even considering seeking support. 

“As mental health continues to impact the lives of youths and young working adults, it’s clear that addressing this challenge requires more than traditional approaches,” said See Yen Theng, chief of the caregiving and community mental health division at AIC. 

“REAL represents a shift towards engaging youths and young working adults as we provide the support they need in ways that are accessible, validating, and empathetic. Our goal is for them to know they are not alone and that their mental well-being matters. While recognising their needs, we also offer a wayfinding tool to find nearby community mental health services,” See added. 

Before this campaign, AIC partnered with TSLA on the “Break the Silver Ceiling” initiative, which aims to combat ageism, challenge outdated perceptions of ageing, and foster a positive shift in societal attitudes toward seniors.

Hong Kong – Brand practice Anak has unveiled the launch and new brand identity of social club 1880’s latest venture, 1880 SOCIAL, a dynamic lifestyle destination situated at Two Taikoo Place in Hong Kong.

1880 SOCIAL is a first-of-its-kind, fully accessible concept that offers the brand’s signature hospitality and programming to the public. Located on the first three floors of Two Taikoo Place in Quarry Bay, Hong Kong, it joins 1880’s third private members’ outpost, 1880 Hong Kong, alongside 1880 Singapore and 1880 Brawa.

The interiors of 1880 SOCIAL and 1880 Hong Kong, designed by MSDO and AvroKO’s Bangkok studio, feature restaurants, coffee and wine bars, a gym, spa, working lounge, co-creation facilities, event spaces, and more.

Anak collaborated with Swire Properties to bring 1880 SOCIAL to life, working closely with long-time partner 1880 to craft the new brand identity. This marks an extension of the 1880 universe, originally developed by Anak in 2017 for the private members’ club that first launched in Singapore.

Anak created the name 1880 SOCIAL and developed a brand system inspired by the group’s ethos, “in service of good conversations,” capturing the buzz and atmosphere that will define this vibrant social hub.

“We envisioned an identity for 1880 SOCIAL that embodies the dynamic interplay of work and play within the space. Through punctuation and letterforms, notes and chords, steps and routines, we have created layers of innovative graphics and pattern sets that represent the rhythm and flow of life in this multi-purpose campus where conversations spark, ideas flourish, and a diverse community comes together,” explained Jeremy Tan, creative director at Anak.

Inspired by the concept of “reading the room” developed by The Secret Little Agency, 1880 SOCIAL’s logo and monogram incorporate the 1880 wordmark alongside an abstracted ‘S,’ offering a glimpse into a dynamic graphic world.

To embody its brand ethos, the system also features a conversation device that uses typography to “paint” mental images, enhancing movement, energy, and buzz.

Anak developed flexible brand principles that can be applied across various touch points within 1880 SOCIAL. Using patterns inspired by punctuation and notes, the spirit of conversation is embedded in both physical spaces and digital communications, creating a dynamic atmosphere where people and ideas converge.

Marc Nicholson, 1880 founder, shared, “1880’s expansion to Hong Kong marks a thrilling new chapter in our mission to inspire conversations that make the world a better place.” 

“Both 1880 Hong Kong and 1880 SOCIAL embody our commitment to providing world-class hospitality alongside thought-provoking programming, creating a vibrant ecosystem that will redefine the every day in this dynamic city. I’m incredibly excited to see how the Taikoo Place and wider community come together in this beautiful space and where the journey takes us from here,” Nicholson added.