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.
