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The Secret Little Agency (TSLA) is a creative agency headquartered in Singapore, with offices in Hong Kong and Shanghai.
It is the only Singaporean agency to have been named by Campaign UK as a World’s Leading Independent Agency [1] 5 years in a row from 2011 to 2015.
History
Nicholas Ye (current CEO) co-founded TSLA in his dining room after 5 years in the industry[2].
According to an interview with Campaign Asia [3] by Nicholas Ye, the decision to branch out was spurred by a straightforward desire to be able to choose clients.
The other partners are Mavis Neo (Creative Director), Eunice Tan (Head of Strategy), Kris Kam (Managing Partner) and Hanyi Lee (Chief Creative Officer).
It is the current agency of record for EDB, Shell, Evian, Telenor, Tiger Beer, Jetstar Asia Airways and Ben & Jerry’s.
In June 2015, TSLA announced a partnership with Singapore’s EDB to establish a Global UX Lab within TSLA’s premises. [4]
It has in the past organised self-initiated projects such as the Art-in-Film Fest at Tanjong Beach Club, a Courtesy Ghost campaign[5] to raise awareness of hungry ghost festival etiquette, and a Good Vending Machine to garner donations for Typhoon Haiyan victims.
Guiding Principle
The agency strongly abides by their guiding principle of only working with clients they have an affinity with. [6]
Controversy
Phillips “Ulu Pandan Bear”
In 2010, TSLA executed a guerrilla advertising campaign commissioned by Philips Electronics[7]. The main activation was engagement of a bear mascot to roam the streets of Ulu Pandan road in Singapore. Trouble ensued when the Phillips mascot was mistaken for a real bear and the authorities were alerted. A team armed with a tranquilizer gun was dispatched[8] by the Singapore Zoo and three members of the Animal Concerns Research and Education Society were also alerted and activated. Philips was later investigated under a public nuisance act[9], and released an apology statement shortly after. Significant media attention was garnered.
Fox Channel “Department of Appropriate Behaviour”
In 2008, to launch 3 new shows on FOX Channel that were notorious for sex, violence and vulgarities, TSLA created a faux government body named the Department of Appropriate Behaviour. They created an integrated campaign, complete with a mock press conference demanding that Singaporeans refrain from watching it due to it’s “edgy” content. Angry letters were written to the local newspapers about the ads being distasteful. The public reacted swiftly to fight for the campaign. US$275,800 worth of unpaid, organic press coverage on the campaign was garnered in less than 2 weeks.
Awards
TSLA is the only Singaporean agency to have made it to the World’s Leading Independent Agency list, and has made it to the list every year from 2011 to 2015[10].
TSLA was named Creative Agency of the Year 2015 by Marketing Magazine[11], and Creative Agency of the Year and Independent Agency of the Year in 2012[12], 2013 and 2014[13] by Campaign Asia Pacific.
References
- ^ "World's Leading Independent Agency - The Secret Little Agency", The Network One, May 2015.
- ^ Blecken, David. "TSLA's Nicholas Ye on being a rulebreaker in Singapore's adland". Campaign UK. Retrieved 26 Sep 2011.
- ^ Blecken, David. "TSLA's Nicholas Ye on being a rulebreaker in Singapore's adland", Campaign Asia, 26 Sep 2011.
- ^ Ismail, Noreen (17 June 2015). "TSLA to establish Global UX Lab". Marketing Magazine.
- ^ . Yahoo Newsroom. 25 Aug 2014 https://sg.news.yahoo.com/photos/where-s-our-national-spirit-courtesy-ghost-campaign-surprises-and-delights-singapore-slideshow/.
{{cite news}}: Missing or empty|title=(help) - ^ Blecken, David. "TSLA's Nicholas Ye on being a rulebreaker in Singapore's adland", Campaign Asia, 26 Sep 2011.
- ^ . BBC News UK. 14 Oct 2010 http://www.bbc.co.uk/news/world-asia-pacific-11539338.
{{cite news}}: Missing or empty|title=(help) - ^ Fang, Charlene (14 Oct 2010). CNN http://travel.cnn.com/singapore/life/bear-709649.
{{cite news}}: Missing or empty|title=(help) - ^ . Asia One News. 14 Oct 2010 http://news.asiaone.com/News/AsiaOne+News/Singapore/Story/A1Story20101014-242344.html.
{{cite news}}: Missing or empty|title=(help) - ^ . The Network One. 2015 http://www.leadingindependents.com/.
{{cite news}}: Missing or empty|title=(help) - ^ . Marketing Magazine. 27 May 2015 http://www.aotyawards.com/sg/2015/05/27/ddb-reclaims-agency-of-the-year-title/.
{{cite news}}: Missing or empty|title=(help) - ^ . Campaign Asia. 11 Dec 2012 http://www.campaignasia.com/Article/325845,agency-of-the-year-award-winners-southeast-asia.aspx.
{{cite news}}: Missing or empty|title=(help) - ^ . Mumbrella. 11 Dec 2014 http://www.mumbrella.asia/2014/12/ogilvy-named-asias-ad-agency-network-2014-campaign-phd-wins-top-media-agency/.
{{cite news}}: Missing or empty|title=(help)