The Secret Little Agency

What The Secret Little Agency does

The Secret Little Agency (TSLA) is a Singapore-headquartered, independent creative agency founded in 2009 that provides branding, design, integrated communication campaigns, and creative production to enterprise clients across the Asia-Pacific region and globally. Its core service is full-service creative agency work — building brand identities, launching campaigns, and producing culturally resonant products — with no proprietary software product or platform technology disclosed. The agency's portfolio spans hospitality (Marriott Bonvoy), airline alliances (Star Alliance), retail (IKEA's RESTEN bag), food and beverage (KFC Singapore, Oatside), financial services (DBS Bank's HUAT perfume), and government (Singpass rebrand for GovTech, Mandai Wildlife Reserve, National Heritage Board).

TSLA operates a project-based and retainer fee model through competitive pitch processes and closed-door reviews against regional and global network agencies. The company has no disclosed revenue and no outside funding history; it remains privately held, with Mother functioning as a strategic operating partner rather than a financial owner. Since October 2017, TSLA has belonged to the Mother global independent network — comprising five offices across London, New York, Los Angeles, Berlin, and Shanghai plus the Mother Shanghai joint venture in China — alongside sister agencies Anak (design), JUNK (cultural research), and PPURPOSE (advocacy and experiential). Extended offerings include the Mother Goods storefront (launched October 2022, a product lab in partnership with Mother) and the Asian Creators Index platform (launched May 2022 with Anak). Leadership consists of Group CEO Eunice, with co-founders Mavis Neo and Nicholas serving as Co-Chief Creative Officers, and the team size is reported at 51–100 employees.

Name

The Secret Little Agency

Legal name

The Secret Little Agency

Website

https://thesecretlittleagency.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

The Secret Little Agency is a Singapore-headquartered independent creative agency, founded in 2009, providing branding, design, and integrated communication campaigns to global and regional enterprise clients across hospitality, aviation, retail, F&B, financial services, and government, with global reach through the Mother network.

Ownership category

akta.pro rank

Product category

Creative Advertising Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Creative agency services
• Brand identity design
• Integrated marketing campaigns
• Advertising creative services
• Cultural marketing insights

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Creative Agency Services: Full-service creative agency providing branding, design, integrated communication, and marketing campaign services to enterprise clients. Revenue derived from project-based fees, retainers, and creative production for regional and global clients.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels1 record

Core offering

The Secret Little Agency is an independent creative agency that provides full-service branding, design, integrated communication campaigns, and creative production services to enterprise clients across Asia and globally. The agency also operates the Asian Creators Index platform for discovering Asian creative talent and co-runs the Mother Goods storefront with Mother for ideas-turned-products addressing real-world issues.

Product overview

The Secret Little Agency is a Singapore-based creative advertising agency founded in 2009, offering a unified suite of creative services rather than a modular software product. Core offerings include branding, design, and integrated communication campaigns. The agency has developed notable branded products including the IKEA RESTEN bag and HUAT Eau de Parfum for DBS Bank. Through its network partnerships (Mother, Anak, JUNK, PPURPOSE), the agency also operates the Asian Creators Index platform for discovering Asian creative talent, and Mother Goods storefront for ideas-turned-products. Services span regional creative mandates for major brands (Simmons, Star Alliance, Marriott Bonvoy, KFC) to advocacy campaigns (UNESCO hawker culture) and government projects (Singpass rebrand).

Differentiator

Problem solved

Functional benefit

Products and services

• Creative Advertising Services Full-service creative agency services including branding, design, integrated communication campaigns, and creative production. Award-winning work has earned the agency recognition as both Independent and Creative Agency of the Year multiple times in Singapore. Services span all integrated channels for enterprise clients in hospitality, retail, F&B, financial services, airline alliances, and government sectors.
• Asian Creators Index (ACI) A collaborative open-access platform and database indexing Asia's diverse artists, craftsmen and creators across disciplines including paper crafts, bamboo sculpture, painting, animation, 3D art, set and sound design. Curated by producers and art buyers led by Juliana Ong from sister agency Anak.
• Mother Goods A storefront and laboratory for creating goods that do good - ideas-turned-products that make tangible change to world issues. Launched in partnership with Mother as a joint venture, with regular product drops addressing real world issues.

Quantifiable outcome

• UNESCO Cultural Heritage inscription - successfully advocated for Singapore's hawker culture to be inscribed on UNESCO Representative List of Intangible Cultural Heritage

Named customers12 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered flagship, minor and core.

• MotherflagshipStrategic or Co-development Partner · 31 October 2017Global strategic partnership with Mother forming an independent global network. Includes a joint venture in China as Mother Shanghai. Partnership spans major creative hubs across Americas (Los Angeles, New York, Buenos Aires), Europe (London), and Asia (Singapore, Shanghai). Provides clients access to world-leading creative, strategic and production expertise.
• JUNKminorStrategic or Co-development PartnerJUNK is a global cultural research bureau and insights agency that helps clients understand the whys beneath the what's in culture. Part of TSLA's family network.
• AnakcoreStrategic or Co-development PartnerAnak is a multidisciplinary global design practice deeply rooted to the Asian art, design and craft community. TSLA partnered with Anak for the Singpass rebranding project. Also partnered for the Asian Creators Index initiative.
• PPURPOSEminorStrategic or Co-development PartnerPPURPOSE creates cultural programs for brands and specializes in advocacy, experiential marketing, sponsorship and place-making. Part of TSLA's family network.
• Mother GoodscoreStrategic or Co-development PartnerJoint venture with Mother to launch Mother Goods - a storefront and lab for ideas-turned-products that do good. Creates tangible change to world issues with new products dropping regularly.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• BBH (Bartle Bogle Hegarty): Global independent creative agency with Singapore presence (BBH Singapore), known for brand-building and integrated campaigns. Comparable in independent positioning, integrated creative services, and Singapore market presence.
• Wieden+Kennedy: Iconic independent creative agency with offices in Portland, NYC, London, Shanghai, Tokyo, and Delhi. Comparable independent positioning, brand-building prowess, and global delivery through distributed offices.
• Anomaly: Independent creative agency with offices including Singapore, focused on brand-building and integrated campaigns for major global brands. Closely matches TSLA in independent model, integrated service offering, and Asia footprint.
• Mother: London-headquartered global independent creative agency and TSLA's strategic network partner since 2017. Directly comparable as an independent, award-winning full-service creative shop serving global brands through a distributed-office model.
• Forsman & Bodenfors: Independent creative agency headquartered in Gothenburg with global operations. Comparable in independent model, integrated creative services, and brand-led approach for major clients.
• Droga5 (Accenture Song): Independent-styled creative agency now within Accenture Song; known for high-profile brand work and campaign creativity. Comparable in award-winning creative excellence and brand-led campaign approach.

Broad incumbents

• TBWA\Singapore: Singapore office of TBWA\ Worldwide network. Competes for the same Singapore and regional clients as TSLA but operates as part of a global advertising network with broader portfolio of services.
• BBDO Singapore: Singapore office of BBDO Worldwide. Competes for similar enterprise creative mandates and integrated brand work as TSLA, operating within the Omnicom network.
• Dentsu Creative Singapore: Creative arm of Dentsu network in Singapore. Competes for the same enterprise brand mandates as TSLA, with significantly broader resources as part of a global advertising group.
• Ogilvy Singapore: Singapore presence of Ogilvy (WPP network). Competes for enterprise integrated creative mandates in the same Singapore market as TSLA, with the advantage of network scale and full-stack marketing services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/_mothergoods
• LinkedInlinkedin.com/company/the-secret-little-agency

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Secret Little Agency