Simmons picks creative agency for regional push

Simmons, the mattress pioneer behind the Beautyrest brand, has reappointed The Secret Little Agency (TSLA) following a closed-door pitch.

This marks the second time the Singapore-based agency is partnering with Simmons, after previously launching the brand’s Asia creative platform in 2011 with “The definition of sleep”.

The new remit covers all integrated channels and aims to expand the campaign across Thailand, Malaysia, Indonesia and the Philippines, leveraging TSLA’s regional network of strategic, creative and production partners.

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“TSLA demonstrated a deep understanding of our brand and wowed us with a creative response that we’re excited to bring to our markets as we continue to grow the Simmons brand across our key priority markets in Southeast Asia,” said Celine Kuo, SSEA head of brand marketing and development at Simmons.

In tandem, Eunice Tan, group CEO at TSLA, said, "We see this as the continuation of a successful partnership. One that we forged over a decade ago. It’s amazing how our brands have grown, and a privilege to be able to leverage our knowledge both old and new to unlock more success for Simmons across Southeast Asia." 

The move follows TSLA’s regional brand momentum, with its global brand practice Anak recently appointed to develop the brand strategy and launch campaign for the soon-to-be-established National Space Agency of Singapore (NSAS).

Anak’s remit spans brand discovery, strategy, visual identity development and creative direction for NSAS, which will formally launch on 1 April 2026 as an autonomous agency under the Ministry of Trade & Industry, building on the work of the Office for Space Technology and Industry (OSTIn) to advance Singapore’s national space ambitions.

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