TSLA unveils new culture programming venture in Asia

TSLA has a joint venture with Present Purpose to form the new culture programming agency called PPurpose.

According to a release, the two said PPurpose is a culture programming agency that aims to drive positive change in regional culture through the creation of branded programs which live as extensions, experiences or regular events of existing brands to engage and incite participation. PPurpose’s key offerings are in programming, community creation, cause marketing, social outreach and partnership management.

Successful regional and global programs launched by PPurpose include Golden Mornings for Zespri, The Grey Goose Guild for Grey Goose, #clubnetflix for Netflix and Tiger Jams Centerstage for Tiger Beer.

The hallmark of a PPurpose production is a big idea that lives on before and after, that brings considered communities together and that establishes collaborations with the best global talent for new valuable encounters to emerge.

PPurpose is led by Tracy Phillips (pictured) and she leads a growing team of producers and designers and is further
supported by the design, advertising, social and digital practices of creative agency, The Secret Little agency in Singapore & Shanghai. Both companies will continue to work independently and come together when their capabilities best match client’s needs.

“More than ever, people are looking for experiences to enrich their lives and to connect authentically with each other and the world around them. PPurpose exists to find and deliver those opportunities, raising Asia’s cultural currency in the process.” Tracy Phillips, director and head of programming at PPurpose.

“This work PPurpose does falls in between the fine lines of experiential, branding and advertising. We have been working with Tracy for several years now to help brands such as Grey Goose, Zespri, and Nespresso to create and develop new regional and global brand programs, so this was a natural next step of our working partnership,” said Nicholas Ye, CEO at The Secret Little Agency.