Simmons Reappoints Secret Little Agency as Regional Creative Partner
Singapore independent agency TSLA wins competitive reappointment as Simmons' regional creative partner across five Southeast Asian markets, extending a 14-year partnership rooted in the Beautyrest ...
Singapore-based independent agency The Secret Little Agency (TSLA) has been reappointed by mattress brand Simmons as its regional creative partner across five Southeast Asian markets, continuing a relationship that began in 2011.
Reappointment Covers Five-Market Southeast Asia Remit
The new mandate spans Singapore, Thailand, Malaysia, Indonesia, and the Philippines, covering all integrated channels. The scope supports Simmons' Beautyrest brand across what the company describes as its key priority markets in the region.
The reappointment followed a formal closed-door competitive pitch process, despite the existing relationship between the two companies. Simmons cited TSLA's accumulated brand knowledge as the deciding factor.
"TSLA demonstrated a deep understanding of our brand and wowed us with a creative response that we're excited to bring to our markets as we continue to grow the Simmons brand across our key priority markets in Southeast Asia," said Celine Kuo, SSEA Head of Brand Marketing and Development at Simmons.
A 14-Year Partnership Rooted in a Single Creative Platform
TSLA was first appointed by Simmons in 2011 to launch the brand's Asia creative platform, called "The Definition of Sleep." That original campaign established Simmons' regional brand identity and has underpinned the brand's creative direction for over a decade.
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Eunice Tan, Group CEO of TSLA, described the reappointment as a continuation of shared growth. "We see this as the continuation of a successful partnership. One that we forged over a decade ago. It's amazing how our brands have grown, and a privilege to be able to use our knowledge both old and new to unlock more success for Simmons across Southeast Asia," Tan said.
Rather than operating through owned offices in each market, TSLA delivers regional work through a network of strategic, creative, and production partners. This lean model allows the agency to offer regional scale without the overhead of a full multi-country office structure.
Independent Singapore Agencies Winning Regional Mandates
The reappointment reflects a broader shift in how integrated agency mandates are awarded across Southeast Asia. Singapore-based independents are increasingly competing against and winning briefs that were historically held by large global agency networks.
Comparable independents such as Mutant Communications now operate across six Southeast Asian markets. Meanwhile, the 2025 Southeast Asia Agency of the Year awards recognized Zenith Singapore with Gold and McCann Worldgroup with Silver in the Integrated Marketing Agency category, illustrating the competitive field TSLA operates within.
The Simmons decision also signals a governance point relevant to marketing leaders: even partnerships of 14-plus years are subject to formal pitch review. Brand knowledge accumulated over time, however, can become a measurable advantage when re-competing for a brief.
TSLA Expands Into Government Mandates Alongside Commercial Work
Concurrent with the Simmons reappointment, TSLA's brand strategy practice, Anak, was appointed to develop the brand strategy and launch campaigns for Singapore's National Space Agency (NSAS), which formally launches on April 1, 2026.
The dual appointments position TSLA across both consumer goods and government brand-building work simultaneously.
The Simmons remit is effective immediately across all five markets.
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