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Singapore’s TSLA to become ‘independent global network’ through deal with Mother

One of Singapore’s most successful boutique agencies is to go global through a partnership with independent creative agency Mother Holdings.

The Secret Little Agency has announced it is in the middle of “advanced negotiations” with the London-founded agency to sign a joint venture deal and forge a global independent network.

Once completed, the agencies will collectively have a footprint across four different continents, with offices in Los Angeles, New York and Buenos Aires, London, Singapore and Shanghai.

Originally founded by Nicholas Ye in 2007, TSLA has grown to two offices in Singapore and Shanghai, with 50 and 12 people working in each respectively.

Over the past decade, the agency has worked with brands such as Netflix, Zespri, the Economic Development Board and Tiger Beer. Recently the agency was tasked with helping EDB rebrand itself alongside the Singapore Tourism Board under a new logo. 

Nicholas Ye

Following the JV, the agency’s current leadership of Ye, Julia Wei, Hanyi Lee, Eunice Tan, Mavis Neo and Kris Kam will remain in their roles, though with a “direct line of support to Mother’s leadership”.

“We’ve had a crush on Mother for some time now,”said Ye. “Mother doesn’t just create great work. They move culture. To do this sustainably, independently and together with friends from three other continents, is a future we’re definitely looking forward to.”

Founded in 1996 by Robert Saville, Mark Waites, Stef Calcraft, Libby Brockhoff, Mother now works with brands such as Baileys, Stella Artois, KFC, IKEA, Target and MoneySuperMarket.com.

Two years ago, Michael Wall, the-then worldwide head of Lowe, joined the agency as its global CEO. He said: “The culture, outlook and ambition of Mother and The Secret Little Agency are uncannily similar. The one obvious difference is geography.

“We have been working on an informal basis for a little while now. It quickly became evident that as a bigger, joined up family we’d be able to offer our people and our clients even greater opportunities.”

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