Rahat Kapur
Jul 11, 2024

TSLA unveils expanded PR arm

The experiential and advocacy arm of The Secret Little Agency, PPurpose, is expanding its services to include everything from communications strategies and media outreach to PR event management and crisis comms.

Photo: The Secret Little Agency
Photo: The Secret Little Agency

Independent creative shop The Secret Little Agency (TSLA) is expanding its service offerings by revamping its experience and advocacy arm, PPurpose.

This includes adding creative public relations and communications capabilities to its existing services in experiential, cultural programming, and advocacy. Their core offerings will now encompass comprehensive communications plans and strategies, media outreach, pitching, press release drafting, content partnership management, PR event management, media monitoring, reporting and analytics, issues management, and crisis communications.

Founded in 2016, the agency sits under TSLA’s wider portfolio and has been behind prominent publicity and experiential projects for clients including Netflix, Hugo Boss, Zespri, Asian Civilisations Museum, National Arts Council, including the recent preview of New Bahru—the lifestyle and creative destination by The Lo & Behold Group.

TSLA’s other several specialised divisions include Junk, a cultural research bureau providing deep insights into cultural trends; Anak, a multidisciplinary design practice focusing on branding and design development for regional and global brands, offering services such as identity design and UX/UI design; and Mother Goods, a collaborative venture with the global Mother family, creating products aimed at addressing significant global issues through innovative ideas.

When asked how PPurpose plans to differentiate in the burgenoning PR market, Eunice Tan, group CEO of The Secret Little Agency told Campaign, "PPurpose's vision is to always lead with creativity and intention and that’s exactly how we will approach our expanded offering of PR and communications. We will lead with creativity, doing away with formulaic tactical responses that do not serve our shared ambitions with clients. Our strategy is built on the foundation of authentic storytelling, focused intention, and culturally impactful outcomes to create lasting brands and communities."

PPurpose shares it will continue its commitment to positive change and cultural impact, now reflected in its new brand identity. This update features a refreshed visual look focusing on movement and light to represent their work, alongside a new color palette, an updated website, and a logo symbolising continuous motion. Additionally, there will be a greater emphasis on IP-led projects centered on wellbeing-related content, experiences, and investments through their IP and community outreach arm, Deeply Curious Co.

The agency also aims to address the challenge of 'temporal' campaign management in PR and communications, where fleeting ideas fail to drive long-term impact or value for clients.

Tan explained to Campaign what this new approach entails: "When referring to today’s temporal world, we’re talking about the fast-paced, sometimes short-sighted approach taken by brands, who miss the opportunity to create real meaning through storytelling and building strong communities as they grow their brand. It’s about consistency from a long-term brand narrative point of view; it’s not about one singular platform or format, nor about leveraging famous influencers as social mouthpieces. We invest time to develop an understanding of the culture and landscape to land on a response that truly resonates with the audience, and build out richer, meaningful communications that create authentic cultural impact."

"We look forward to collaborating with client partners that share our vision of delivering meaningful, culturally impactful experiences for their audience," added Tan. "We’ve worked with a variety of brands over the years that share that ambition with us, from commercial consumer goods to government clients to social impact clients—that ethos will extend into our offering of PR and communications. We see ourselves as generalists that will be able to flex across multiple industries and sectors."

The rebrand is also supported by the agency’s win of Carlsberg’s recent creative pitch for one of South Korea's most famous summer music festivals in Singapore—Waterbomb 2024. PPurpose’s responsibilities will span from creative conceptualisation to the development of programming and experiences for the beer brand.

Renewed leadership appointments 

To bolster the delivery of their expanded services, PPurpose has also initiated a series of new hires and promotions:

  • Nicolette Yim (extreme left) has been promoted to business director, concentrating on business development, leading client management, and driving commercial growth for the team. In this role, Yim will also oversee overall project management across Ppurpose's various business streams. With over five years of experience at the agency, Yim previously held the position of senior producer.
  • Meizhi Ng (centre left) has been appointed as senior producer, bringing over seven years of international experience in events production, experiences, community building and more, with projects across New York, Berlin and Shanghai.
  • Melissa Sharif (centre) joins as PR and communications lead. Previously at AKA Asia, Sharif has worked across integrated media for corporate and consumer clients including Estee Lauder Companies, UNIQLO and Lazada amongst others, with prior experiences at Current Global and Weber Shandwick.
  • Yu Shan (centre right) also joins as a designer, with a varied background spanning design, psychology and wellness. Shan’s career includes work Palm Ave Float Club, Altered States, Hasbro, CDL and LaSalle.
  • Finally, Tracy Phillips (extreme right) will continue in her capacity as the agency’s creative director on a consultative basis, focusing on creative direction and steering the firm’s IP projects.

“Hiring intentionally ensures we acquire the right talent to align with our future direction, empowering us to move forward with our renewed purpose, enabling us to better serve our clients and deliver work that we can be proud of,” concluded Nicolette Yim.

Singapore's PR agency landscape has become increasingly concentrated in recent years, from a mix of large agencies including the likes of Weber Shandwick, Edelman and Ogilvy, to boutique firms such as the recently merged Gusto Collective combining advertising, PR, and marketing expertise to serve diverse client needs. Boutique consumer PR firm AKA Asia, founded in 2010, was also acquired by Publicis Groupe in 2024. 

Campaign Asia

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