TSLA expands PR and comms offerings with PPURPOSE rebrand

The Secret Little Agency (TSLA) is expanding its PR and communications offerings with a revamp of its experience and advocacy arm, PPURPOSE. 

PPURPOSE will now include PR and communications planning on top of its services in experiential, culture programming and advocacy. 

The strategic move is a response to the fast-evolving industry where the boundaries between communications, events, and influencer marketing have become increasingly blurred, according to a statement seen by MARKETING-INTERACTIVE.

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In addition, the rebrand 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,” said Eunice Tan, group CEO, TSLA.  "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."

“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," added Tan.

The rebrand comes with new key additions to PPURPOSE’s team. 

The additions include Nicolette Yim, who was promoted to business director, Meizhi Ng as senior producer, Melissa Sharif as PR and communications lead, Yu Shan as designer and Tracy Phillips as creative director. 

Yim 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 while Phillips 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 Yim. 

In addition, PPURPOSE's rebrand would include a brand-new look that embodies movement and light to capture "the dynamism of the work and being in constant flow", according to the statement. 

A refreshed look, new colour palette, website to bring the agency's ethos and future aspirations to life and a dynamic logo symbolising constant motion are also part of the rebrand. 

In the next chapter of growth, PPURPOSE will be exploring more IP projects through its IP and community outreach arm, Deeply Curious Co., with a continued focused on positive change through wellbeing-related content, experiences and investments.  

The rebrand comes after PPURPOSE secured Carlsberg’s latest creative pitch for an upcoming activation at the Waterbomb Singapore 2024 music festival. PPURPOSE's remit includes creative conceptualisation and development of programming as well as experiences to deliver a unique experience for all. 

Other recent PPURPOSE projects include "Sneak Peek of New Bahru" with The Lo & Behold Group, "Rasa Gombak Day Out" with Enterprise Singapore, "We See You Care" with Agency for Integrated Care and "The Arts Plan" with National Arts Council. 

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