Singapore – The Secret Little Agency (TSLA) and Mandai Park Holdings have announced that it is closing their creative chapter as Mandai had recently called a new creative tender, as managed by R3. This marks the end of TSLA and Mandai’s seven-year work together, which began in 2017.
Mandai appointed TSLA back then as its lead creative and branding agency globally following a heavily competitive pitch process.
TSLA previously worked with Mandai for a new masterbrand and brand world back in 2021, as the multi-year rejuvenation of the Mandai Wildlife Reserve continued. This was done with TSLA’s global brand practice Anak, and aimed at bringing Mandai’s group branding ambitions to life on both a domestic and global level.
From naming, brand strategy to brand architecture, and visual development across thousands of touch-points both digital and offline, the 4 year branding journey was often referred to as “a new playbook for biodiversity.”
More recently, TSLA and Mandai launched the highly-anticipated Bird Paradise, effectively migrating both brand and production from the former Jurong Bird Park into what is today the world’s largest free-flying aviary.
Eunice Tan, group CEO at The Secret Little Agency, said “Together with Mandai, we created something special that all Singaporeans can be proud of globally, shifting Mandai from just a zoo brand, to a global platform for wildlife conservation and biodiversity. The entire team at Mandai have been fantastic collaborators, and at this moment, there is only a sense of appreciation and deep pride for what we’ve been able to achieve together.”
Meanwhile, Belina Lee, deputy CEO, transformation and growth at Mandai Wildlife Group, commented, “In this changing of the guard, we want to thank our long-standing partner, The Secret Little Agency, who journeyed with us for seven years, and with our stakeholders, laid a solid foundation for the Mandai brand world. We are grateful to have strong partnerships, both present and future, as we transform the Mandai Wildlife Reserve from a collection of world-leading wildlife parks to a globally iconic destination.”
