Agency agenda: TSLA’s Eunice Tan on doing the best work of their careers

Bold creativity is often misunderstood as disruptive, attention-grabbing work that delivers instant buzz. However, for Eunice Tan, group CEO of Singapore-based creative agency The Secret Little Agency (TSLA), true boldness runs much deeper.

Speaking on Marketing Connected's "Agency Agenda" podcast, Tan reframed the industry’s obsession with “flash-in-the-pan” ideas, arguing that bold work should be measured over time. Rather than short bursts of hype, she believes creativity must travel across the full funnel, from cultural relevance to tangible business impact.

“People often associate bold with renegade, one-off work,” she said. “But to me, bold is when you take a protracted journey with the client, shift the needle over time, and see the brand grow strength by strength.”

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This philosophy underpins TSLA’s approach to creativity, one that prioritises sustained brand building over trend-driven output. Instead of chasing virality for its own sake, the agency focuses on ideas that are grounded in insight, supported by strong amplification strategies, and capable of delivering long-term results.

Tan added that bold work must also be backed by rigour. From channel planning to PR and acquisition strategies, ideas need to be fully thought through to give clients the confidence to take risks.

“Clients need to feel supported. It’s not about throwing ideas and seeing what sticks, it’s about building a safe space together to explore,” she explained.

This balance between ambition and structure is central to TSLA’s client relationships. The agency sets a clear expectation from the outset, aligning on a shared goal to create meaningful, career-defining work. “We always say we’re here to do the best work of our careers,” Tan noted, adding that this applies equally to both agency teams and clients.

Looking ahead, Tan’s agenda for TSLA is focused on three priorities: investing in talent, strengthening production capabilities, and continuing to evolve how work is created in an increasingly tech-driven landscape.

She emphasised the importance of nurturing talent in Asia, while also building smarter, more efficient production models.

Yet, amid these strategic ambitions, Tan ended on a simpler note, one that she believes is often overlooked in high-pressure agency environments.

“It’s really important to just have fun,” she said. “Every time we’re not having fun, the work suffers, both creatively and commercially.”

For TSLA, staying bold may ultimately come down to staying human.

Also tune in to the full conversation on Spotify:

Tune into the rest of this conversation on your favourite podcast platforms, by searching up Marketing Connected. For all the visual people out there, we’ve got your back as well, with our vodcasts on YouTube.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

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