Just in time for lunar new year celebrations around the world, we created a perfume that smells just like newly minted, legal tender notes. To make this happen we worked with master perfumer Terry Jacobson from Ooh La Lab.

"We knew that freshly printed notes had a distinctive smell; a delicate mix of effervescent aldehydes, inky paper, and soft musk. 'Huat' Eau de Parfum is as close as we could get to the smell of prosperity, and specifically, new legal tender notes printed in Singapore." said Terry.

We called this creation HUAT Eau de Parfum, bottling the smell of money to help promote the use of cashless e-red packets for DBS Bank In the words of our master perfumer at Ooh La Lab

Read more about it here, here and here

Huat Eau de Parfum

Star Alliance has selected The Secret Little Agency as its new global creative agency of record after a closed-door pitch involving several larger, network agencies. Star Alliance is not only the world’s largest airline alliance consisting of 26 member airlines but is also home to many of the world’s best airlines such as our very own Singapore Airlines, Air Nippon Airways (ANA) as well as Turkish Airlines.

Read more about our win in Campaign Asia, Marketing Interactive, AdWeek, Campaign UK, Little Black Book, and Marketing Brew.

Star Alliance names new global AOR

TSLA has been appointed Lead Creative Agency for Mandai Park Development (MPD). Together with TSLA Design, the agency’s branding and design practice, TSLA will be responsible for the district’s global brand identity development and communications.

MPD is Mandai Park Holdings’ development arm that is driving the rejuvenation of the Mandai Precinct into an integrated nature and wildlife destination from 2020. Until then,

the existing operations of the Singapore Zoo, Night Safari, River Safari and Jurong Bird Park will continue as usual.

The appointment was made after a pitch process conducted by Mandai Park Development and facilitated by The Observatory International.

We’re thrilled to help the loved Singapore wildlife brands we grew up with go through an important transformation, by reconnecting humans with nature and wildlife, and injecting conservation back into the conversation.

Read more here.

Eunice steps into the role of Group CEO whilst both Nicholas and Mavis take responsibility for the agency’s growing global creative output, as they take charge of the entire creative department in their new roles as Co-Chief Creative Officers. read more about this here

Together with our global family at Mother, we’ve launched Mother Goods – where we create goods that do good. Ideas-turned-products that can make real tangible change to big world issues. New products will be dropping regularly, so follow us @_mothergoods or visit our store now!

Now Open: Mother Goods

Marriott Bonvoy has appointed The Secret Little Agency after a closed-door review involving several regional, and global agencies held earlier this year. Marriott Bonvoy is the world;s largest hotel loyalty program and home to over 30 brands that include the Ritz Carlton, W Hotels, Sheraton, Westin and Moxy to name a few. Read more about our appointment here.

Marriott Bonvoy picks The Secret Little Agency

The Asian Creators Index (ACI) is a rich universe of creators inspired by the region and the only place to find collaborators from across Asia; from paper crafts, bamboo sculpture artists, painters, animators, 3D artists, set and sound designers; it is a feast of multidisciplinary artists and makers. The platform and its content are designed to be a source of inspiration and discovery and curated by a team of producers and art buyers led by Anak’s very own Juliana Ong. Hand selected, reviewed & housed within a collaborative open-access document to ensure accessibility to as wide a group as possible, with a hero Instagram sharing news and highlighting particular creators.

Access the index here or read about it on It’s Nice That, AdAge and Campaign.

The Asian Creators Index

Together with our sister branding agency Anak, we embarked on a journey to rebrand and relaunch the app used by more Singaporeans than any app in the country's 55 year history - Singpass. From introducing a new visual identity, to redesigning the entire user experience and even to launch day communications, we partnered our client Govtech at every stage of this process to ensure this widely scrutinized rebrand lived up to it’s new position as the ‘now even better Singpass’. Read more about it here, here, here, and here.

The Now Even Better Singpass

This was an incredible year for us, one where our independence made the biggest difference to our people, clients and the world at large. This win meant even more in a year where we were forced to think both big and small to make thriving possible in a pandemic economy. From the white hot start-ups seeking pre-seed funding to the world’s biggest brands like Apple, Netflix, DBS and Unilever, we put work out into every corner of the globe all from our sunlit, slightly quieter studio along Havelock Road in Singapore. We explored and continue to pursue, together with our global fam at Mother, what it meant to ‘Make our Children Proud’ in our every action and interaction with one another and the world at large. A big thank you all the people, clients and creatures who made this win possible. Our hearts are full.

We created an entire advocacy campaign that told Singapore's hawker story to the world, to immortalize our hawker culture forever.On 16 December 2020, Singapore's Hawker Culture was successfully inscribed as Singapore's first element on the UNESCO Representative List of Intangible Cultural Heritage of Humanity.

Read more about it here.

KFC Singapore has appointed The Secret Little Agency (TSLA) as its lead brand and creative agency in Singapore after a competitive pitch involving 4 other agencies. We are thrilled and incredibly excited to be given this opportunity to build on the creative momentum of KFC globally. We’re confident we can unlock greatness for the brand on our home turf here in Singapore and can’t wait to get started.

This win is an expansion of KFC’s growing relationship with TSLA and Mother globally in markets across Europe, and closer to home in Mongolia and Indonesia. TSLA’s remit will include branding, design and integrated communication duties across all channels for KFC Singapore.

Read more about it here.

News broke that we were in 'advanced negotiations' to form a strategic partnership with Mother globally. On completion, the deal will result in a joint venture between both companies in China as Mother Shanghai, and a global strategic partnership between TSLA Singapore and Mother.

This expansion will forge an independent global network for Mother and us across major creative hubs - the Americas, Los Angeles, New York and Buenos Aires; Europe, London; Asia, Singapore and Shanghai; providing clients access to an unparalleled network of world-leading creative, strategic and production expertise.

Read more about our partnership with Mother.

here @ adweek,
here @ the drum,
here @ campaign asia
here @ marketing interactive
here @ branding in asia and
here @ mumbrella asia.