TSLA inks partnership with South Korean agency INNOCEAN

Singapore-based creative agency The Secret Little Agency (TSLA) and South Korean founded global marketing communications company INNOCEAN have inked a strategic alliance, strengthening both agencies creative capabilities in across East and Southeast Asia.

Formed in a memorandum of understanding (MOU) signed between TSLA Founder Nicholas Ye(pictured right) and INNOCEAN Global CEO William Lee (pictured left) in early August, the move will provide TSLA with an even wide talent pool to cast from, for its key client’s which such as Unilever, KFC, DBS, Netflix, Decathlon and Marriott.

Founded in 2005 and part of the Hyundai Motor Group, INNOCEAN works with brands globally such as Hyundai Motor Group, Kia, Kakao, Musinsa and Hanhwa, to name a few. A global marketing communications agency, INNOCEAN has 33 overseas operations with over 3300 employees. In Singapore, Hyundai Motor Group’s Innovation Centre is set to be completed soon. Sited in the Jurong Innovation District, the facility will cost almost US$400 million and may produce 30,000 vehicles every year by 2025.

“This is an immediate boost to our offering as Asia’s global creative agency at a time where the whole world is experiencing what seems to be a Korean renaissance in culture. So yes, we’re excited, but also focused on bringing to fruition the potential both our companies have together,” said a spokesperson for The Secret Little Agency.

“There are major opportunities in this region - ASEAN is on-track to becoming the fourth-largest economy in the world by 2030. The ‘Asia Creative Hub’ is something we’ve been working on to bring to life greater collaboration to expand our efforts in Southeast Asia, and lower the barrier for Korean brands to enter the ever growing market here,” said a representative of INNOCEAN. “We’re excited to take our first steps of the ‘Asia Creative Hub’ with The Secret Little Agency, which will open us up both creatively and innovatively in the region with TSLA’s independence and diverse offerings.”

The alliance will play on the strengths of both agencies, allowing for a broader reach in talent, cultures and creative prowess for both its clients and teams, across South Korea and Southeast Asia. Through the move, the agencies aim to provide clients access to world-leading expertise in creativity, branding, strategy, cultural ethnography and insights, production and more.

In recent years, TSLA has expanded its offering well beyond advertising to include PPURPOSE an experiential and events agency, a design and branding agency called Anak and a cultural insights desk called JUNK. TSLA is also the latest addition to the global Mother family, giving it a global reach that is uncommon amongst most independent creative agencies in the region.

Related articles:
TSLA beefs up team with key hires across departments
TSLA Design rebrands to Anak