Ng Li Ting Joins The Secret Little Agency as Business Director
Expanding its creative super-powers, Asia’s leading independent creative agency, The Secret Little Agency (TSLA) has announced a further build on the agency’s growing earned media capabilities adding Ng Li Ting as a business director to lead the agency’s push into integrating fame, PR and all earned-media communication planning as part of the agency’s already robust, modern suite of creative services.
Ng brings over a decade of experience in public relations, specialising in brand reputation management, culture-led storytelling, and creative influence marketing. She joins from creative PR agency DeVries Global, where she led client experience for global clients including Procter & Gamble, Kenvue, Merz Aesthetics, Dyson and ASICS. She was also the agency’s innovation lead, building first-in-market product offerings such as search-powered PR and the gen z Incubator and expanding the agency’s capabilities beyond PR.
“Too often, PR gets pulled into creative-led campaigns as an afterthought to demonstrate impact, when it really should be a core consideration from conceptualisation. When I was first approached for the role, I was thoroughly impressed at TSLA’s creative track record in delivering high-quality PR value across most, if not all of their work” said Ng. “The agency has already been doing amazing work that has achieved earned talkability not just in the region but globally. I look forward to bringing my PR lens to propel the best work of our career, and to learn from some of the industry’s best talent here at TSLA.”
“Our clients have benefited greatly from seeing the work they do with us, out-earn even their paid media campaigns. Li Ting joins at a time of tremendous momentum for the agency and we are relieved that now have this capability, at the highest-levels, in-house to supercharge our creative ideas and give them the ROI and impact they were truly meant to land in culture” said Eunice Tan, group chief executive officer at The Secret Little Agency.
“In a world where culture is constantly in flux, the ability to craft sharp, resonant narratives and land them in the right moment, through the right voices, is everything. Li Ting joins us with deep experience in doing just that. More importantly, she shares our belief that fame can – and should – serve a higher purpose. For us, public relations is not an add-on, but a vital creative force for us to keep on growing and creating work that makes our children proud,” Eunice adds.
In her role, Ng will be working closely with TSLA’s creative and strategy teams to elevate the agency’s brave creative thinking into stories that travel, stick, and shift culture. She will also be building the agency’s PR capabilities from strategic communications planning to press materials development, augmenting the creative shop’s suite of integrated communications services.
