Secret Tour rebrands as STG to unite with 12 agencies under The Bees

Secret Tour has officially rebranded as STG (Secret Tour Group), unveiling its new identity as a creative holding company under The Bees. The move consolidates 12 dynamic agencies into a single, integrated ecosystem: Acta Creation, BYFA, Good Morning Creative, Ichi Events, Innsvx Studio, SO DON’T BORE, The Waverse, THISTHISTHIS, Vane Communications, Unimaginable, UNadvertising, and Yorozu Workshop.

Headquartered in Hong Kong, STG brings together a diverse portfolio of specialist agencies offering comprehensive marketing capabilities—spanning brand strategy, creative development, PR and events, social content creation, generative AI visual and video production, photography, and social monitoring.

While each agency retains its creative independence, STG is designed to foster deeper collaboration and shared innovation across the network, combining distinct strengths into a unified growth platform.

The group will be led by managing partners Stephen Chung and Sammi Chan, who report directly to KK Tsang, CEO of The Bees. The duo will drive STG's strategic direction while nurturing synergy across all subsidiaries.

In conversation with MARKETING-INTERACTIVE, Chung said STG is moving away from the traditional 'mega-agency' model. "Instead of expanding the scale of Secret Tour, we are adopting a 'cellular' approach—growing by integrating new, high-caliber boutique agencies. This allows us to remain significantly more agile than legacy agency groups. We position ourselves as a 'Mini-Bees' collective."

As part of the launch, Chung and Chan will also introduce UNadvertising, a new agency under STG dedicated to serving Secret Tour's existing client portfolio. Staying true to the group's founding spirit, UNadvertising embraces the philosophy of "unlearning" traditional advertising norms—continuing to challenge, reinvent, and redefine how brands connect with audiences today.

"We remain committed to ensuring that all existing Secret Tour clients continue to be served by the new established agency UN led by Chan and Chung, together with our collective, bolstered by the strengths of our newly extended network," he added.

“The creation of STG is a natural progression of The Bees’ vision. It’s a collaborative platform uniting best-in-class specialists to navigate an increasingly sophisticated marketing landscape. This group will operate as a connected hub within our broader ecosystem, ensuring we can deliver integrated and cutting-edge solutions to our clients, said Tsang.

“In this ‘Slasher’ era, talent no longer wants to be just a cog in a machine; they want to take the lead and own their creative destiny. STG is built to be more than a holding company—it is an incubator for the next generation of marketing entrepreneurs. We want to provide the platform, the resources, and the belief for top-tier talent to stop working for an agency and start building their own,” said Chung.

Chan added, “By uniting these 12 dynamic agencies, we aren’t just scaling our operations; we are giving our clients the agility and bold thinking of a boutique agency, backed by the cross-channel execution power of an integrated marketing ecosystem.”

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