The Secret Little Agency (TSLA) has named Ariel Lee (pictured) as its first head of mothering, as it sets to align job roles with its global partner, Mother. According to her LinkedIn, Lee most recently spent four years at BBDO Singapore as the senior account director. She brings over 15 years of industry experience leading global and regional brands such as Visa, Coca-Cola and Tiger Beer, said a press release.
In her new role, Lee will oversee the team at the agency and helm TSLA’s growing portfolio of global clients that include Marriott, Telenor Group, Grain, DBS and The Singapore Government. She said: “I am thrilled to be part of this new, independent global creative family. My focus is entirely on building stronger client partnerships as we continue to roll out the kind of work that will make our mothers proud.”
Along with this new appointment, TSLA has also completed an overhaul of its client servicing and business team structures, officially joining hands with Mother globally to adopt a more simplified “nanny” and “mother” titles in place of the conventional “executive” and “manager” roles.
In a statement to Marketing, TSLA founder Nicholas Ye said that the timing of the move makes “perfect sense”, as the agency was looking to restructure the team to take on a “more global calibre of clients”.
“The ‘Mother’ title is as iconic as the agency itself. As mothers and nannies, clients can trust us with their brands and projects – their babies – and rest assured that we’ll care for them and do the best work we possibly can,” added Richard Bleasdale, managing director at TSLA.
TSLA struck a global strategic partnership with Mother Holdings in 2017 to form an independent global network for both agencies across major creative hubs. This includes the Americas, Los Angeles, New York and Buenos Aires; Europe, London; Asia, Singapore and Shanghai. The move was aimed at broadening the reach in both talent pool and cultures for its clients and teams.