SINGAPORE – The Secret Little Agency (TSLA) has named former Edelman exec Julia Wei as general manager of its Singapore office.
In her new role, Wei will be tasked with helping TSLA anchor and expand its headquarter operations in Singapore, contribute to strategic client counsel and beef up the agency’s earned media capabilities as part of its integrated communications planning approach, both regionally and globally.
“Julia [Wei] truly understands the art and science of amplification. She is a smart, reliable ally to many of her clients and beyond the wealth of earned media experience she brings to TSLA,” said Nicholas Ye, CEO of TSLA, in a statement announcing the appointment. “She truly shares our global ambition to do great work regardless of medium or channel.”
Ye noted that the appointment in Singapore is a “key part” of TSLA’s growth strategy globally, strengthening the agency’s home base.
“And while we focus on deepening our roots here in Asia, we are also turning our gaze toward supporting the strong demand for our creativity and work globally,” he added.
Wei was most previously with Edelman Singapore for close to 10 years and headed up Edelman’s Consumer Practice where she led a team that developed local, regional and global integrated communications strategies for brands such as Shell, Singapore Tourism Board, Lexus and Diageo.
Amanda Goh, CEO of Edelman Singapore, told Campaign Asia-Pacific that Wei headed the communications agency’s consumer brand business in Singapore for two years.
“She was instrumental to its establishment and set us on a good path for more integrated marketing and experiential work,” she added. “She left in June 2015 after almost a 10 year career with Edelman in Singapore and London starting as a junior account executive in our corporate reputation businesses."
￼￼Commenting on her appointment, Wei expressed delight with joining the team and the opportunities to be had.
“They have been building something truly special at TSLA, a unique working model that combines art, commerce and technology to produce a level of work that goes way beyond traditional advertising and design,” she added.
In June of this year, the agency launched a global user experience (UX) lab in collaboration with the Economic Development Board of Singapore (EDB) – aimed at offering clients a wider array of technology and UX-related offerings such as rapid prototyping and form factor simulations delivered within “tight advertising timelines”.