Circles.Life dials up creativity with new regional agency partner

Circles.Life has appointed The Secret Little Agency (TSLA) as its lead regional creative agency. The appointment comes shortly after a creative review in November 2019 that saw 50 agencies expressing interest, and led to a shortlist of 27 agencies.

TSLA’s remit will run across-the-line, tapping specifically on the agency’s global creative strengths via Mother, and inter-disciplinary creative department. According to Circles.Life, first work is expected to break before the second quarter of this year and will run in markets such as Singapore, Australia and Taiwan.

In true Circles.Life style, the two decided to announce the relationship through a (fake) Facebook relationship status update (as seen in the lead image).

Circles.Life brand and campaigns manager, Megan Yulga said that it was clear that TSLA shared the telco's vision to push the boundaries of traditional campaigns. "We were blown away by the sheer volume of agencies interested in working with Circles.Life. With this fantastic team, we’re confident that together, we’ll take Circles.Life from a top five strongest advocated brand in Singapore to a globally loved brand," she added.

Meanwhile, Nicholas Ye, founder of The Secret Little Agency said that the team sees a real opportunity to elevate the entire telco industry with work that builds on the positive disruption that Circles.Life was born in. “We’re always excited when we meet clients with the ambition, know-how and determination to make good on promises of innovation,” he added.

The brand is known for its tongue-in-cheek stunts and audacious on-ground activities, and has over the years grown in prominence. According to Circles.Life, it has also been referred to as the “Netflix of telcos”. Most recently, the telco launched a crowdfunding campaign and a SG$1 million fundraising page to “bail” people out from mobile contracts worldwide. The telco which entered the Singapore market three years ago, has constantly banked on giving freedom back to consumers.

In 2019 alone, Circles.Life made headlines for its open letter to big boy competitors Singtel and StarHub accusing the two of mimicking its plans and products. This saw the brand then receive a taste of its own medicine when fellow challenger telco Zero Mobile took shots back at it. The telco is also looking to expand into more countries and create a highly personalised digital service that goes beyond telco.

The new appointment also caps a fruitful end to 2019 and start to 2020 for TSLA which has seen both new wins and work in the form of The National Library, Grain, Lazada and TripAdvisor in the past quarter alone.