TSLA wins account for Singapore-based food startup Grain

Singapore-based food tech company Grain has picked The Secret Little Agency as its global partner for a whole suite of services from brand strategy to creative development. Interestingly enough, the appointment is built around a fee for equity exchange as opposed to a more standard arrangement.

Speaking to Mumbrella, The Secret Little Agency partner Hanyi Lee said: “Simply, and as it sounds, we get paid part in fee, and part in equity, that is based on a fair and audited valuation of the company.”

Asked why the agency opted for this instead of a more conventional approach, Lee said: “It’s a radical departure from the idea that creativity needs to be ‘procured’ from client to vendor. And a clear demonstration of the mutual belief that both client and agency have in one another, from the get go.

“This also works because we are both modern and entrepreneurial at the core, which is fundamental so that both parties work at the same pace and speak the same design and strategic language. You can’t sprint without this basic alignment.”

The business was won after a month long pitch which saw several regional and international agencies in the fray.

Grain founder Yi Sung Yong said: “The level of care, understanding and TSLA’s user experience first approach to design really impressed us. We saw several other agencies but TSLA was, by far, the best.”


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