The Secret Little Agency Launches Expanded Offering of PR and Communications
The Secret Little Agency (TSLA) introduces expanded PR and communications capabilities through PPURPOSE as it unveils a rebrand of its experience and advocacy arm. The rebrand is accompanied by PPURPOSE’s win of beer giant Carlsberg’s latest creative pitch for Waterbomb Singapore 2024, a second Enterprise Singapore Heartland Rejuvenation project, and new key additions to PPURPOSE’s team.
PPURPOSE Rebrands, Expands PR and Communications Capabilities
Founded in 2016, the rebrand and expansion of services is a natural progression for the agency which has been behind many prominent publicity and experiential projects for the likes of Netflix, Hugo Boss, Zespri, Asian Civilisations Museum, National Arts Council, including the recent preview of New Bahru, the lifestyle and creative destination by The Lo & Behold Group.
The PPURPOSE team has recently won the creative pitch for Carlsberg’s upcoming activation at the Waterbomb Singapore 2024 music festival. PPURPOSE’s remit includes creative conceptualisation and development of programming & experiences to deliver a uniquely Carlsberg experience for all.
With its rebrand, PPURPOSE will now include creative PR and communications planning to its offerings, on top of its services in experiential, culture programming, and advocacy. This strategic move is a response to the fast-evolving industry, where the boundaries between communications, events, and influencer marketing have become increasingly blurred. The rebrand also aims to enhance PPURPOSE’s direction by creating meaningful experiences in today’s fast-moving temporal world, setting a new bar for creativity in PR.
“We want to bring the fun back to PR. We believe PR as we know it has so much more to offer, and it can be creative. PPURPOSE has always strived to offer something more, something different - culturally impactful programming versus events; genuine advocacy rather than temporal KOL engagement campaigns - because we see the depth of what we can achieve for our clients. We saw an opportunity to build on our strengths in advocacy and programming to carve a space for ourselves through modern PR communications that leads first with creativity and intention,” said Eunice Tan, Group CEO, The Secret Little Agency.
Tan added, “With this expansion, we hope to give our clients a genuine chance at gaining global exposure. In this new chapter, we will continue to partner with brands and creators that align with our vision of meaningful communications and authentic experiences that ultimately create cultural impact with lasting brands and communities.”
PPURPOSE strengthens team with promotions and new hires
PPURPOSE’s rebrand is bolstered by new roles within the team.
Nicolette Yim has been promoted to business director. She has over five years of experience with PPURPOSE and was previously senior producer. She will be focused on business development, leading client management and commercial growth for the team, whilst overseeing overall project management across PPURPOSE’s business streams.
Meizhi Ng joins PPURPOSE as senior producer. She brings with her over seven years of global experience in events production, experiences, community building and more, with projects across New York, Berlin and Shanghai.
Melissa Sharif joins PPURPOSE as its PR and communications lead. Previously at AKA Asia, Melissa’s experience spans integrated media for corporate and consumer clients, working closely with clients such as Estee Lauder Companies, UNIQLO and Lazada amongst others, to bring communication strategies to life. Prior to AKA, she honed her craft in communications at Current Global and Weber Shandwick.
Yu Shan joins PPURPOSE as designer. She boasts a diverse background spanning design, psychology and wellness. Her experience includes work for clients across diverse sectors: Palm Ave Float Club, Altered States, Hasbro, CDL and LASALLE.
Tracy Phillips, PPURPOSE’s creative director, will continue consulting on PPURPOSE’s overall creative direction, with a larger focus on steering the firms very own IP projects.
“Hiring intentionally ensures we acquire the right talent to align with our future direction, empowering us to move forward with our renewed purpose. Each new hire enriches our team with diverse perspectives and expertise, enabling us to better serve our clients and deliver work that we can be proud of,” said Nicolette Yim, business director, PPURPOSE.
PPURPOSE’s Brand Refresh to Better Embody the Agency’s Spirit
PPURPOSE's goal of always creating positive change and cultural impact in an ever-changing world is best reflected in its brand-new look that embodies movement and light to capture the dynamism of the work and being in constant flow. The rebrand includes a refreshed look, colour palette, and website to bring to life the agency's ethos and future aspirations, with a dynamic logo symbolizing constant motion.
In this next chapter of growth, PPURPOSE will be exploring more IP projects through its IP and community outreach arm, Deeply Curious Co., with a continued focus on positive change through wellbeing-related content, experiences, and investments.
PPURPOSE’s Recent Projects
Sneak Peek of New Bahru - The Lo & Behold Group
PPURPOSE teamed up with The Lo & Behold Group to co-present the Sneak Peek of New Bahru - the group’s biggest lifestyle project to date. Aiming to be Singapore’s definitive creative cluster that houses some of the most exciting homegrown businesses across f&b, retail, wellness, enrichment, and co-living, PPURPOSE was tasked to bring the development to life alongside the tenants and activate common areas. From communal artworks, to live roaming performances and design-centric partnerships, the event drew a crowd of over 12,000 people in the two days, speaking to the importance of programming for placemaking.
Rasa Gombak Day Out - Enterprise Singapore
PPURPOSE worked with Enterprise Singapore on the Heartlands 2025 initiative to rejuvenate Singapore’s heartlands, with Bukit Gombak as the pilot. Partnering with JUNK, the cultural research arm of TSLA Group, PPURPOSE conceptualised “Rasa Gombak Day Out”, a weekend pop-up marketplace celebrating Bukit Gombak as a modern heritage heartland hub. The pop-up featured an exciting array of food, retail, activities, and art, while celebrating Bukit Gombak’s most famous natural site - Little Guilin. With the success of the event, Enterprise Singapore has awarded PPURPOSE with the task of another Heartland Rejuvenation project in a second precinct, slated to take place in Q3 2024.
We See You Care - Agency for Integrated Care
PPURPOSE, in partnership with The Secret Little Agency, worked with the Agency for Integrated Care in 2023 to shed light on what it truly means to be a caregiver, while dispelling misconceptions common to caregiving. The “We See You Care” campaign saw KOLs, Munah Bagharib, Gunalan Morgan, Chase Tan, and Aarika Lee share vulnerable authentic stories and experiences as advocates for the cause, shedding light on what it was like being a caregiver to a close family member, and the trials and tribulations it accompanies. The campaign saw a total reach of over 4,500,000, and bagged a Gold at the recent PR Asia Awards 2024.
The Arts Plan - National Arts Council
PPURPOSE partnered with the National Arts Council to drive engagement for The Arts Plan from the arts community and stakeholders, as well as members of the public. For the arts community and stakeholders, PPURPOSE created TAP, a 2.5-hour multi-act experience guiding participants through a multi-act experience along Waterloo Street, bringing pillars of The Arts Plan to life through collaborations with numerous arts groups and individuals from across all disciplines. For the public, PPURPOSE organised "Growing Home", a travelling showcase that was first held at The Arts House and later at One Punggol. The showcase featured interactive exhibits and communal activities to engage attendees with the pillars of The Arts Plan. The project saw huge success, drawing crowds of people during its multi-day activations across the island.
