TSLA names new business director

The Secret Little Agency (TSLA) has appointed Ng Li Ting (pictured) as business director to expand its earned media capabilities, marking a deeper integration of PR, fame strategy, and communication planning into its creative services offering.

Ng will work closely with the agency’s creative and strategy teams to shape stories that "travel, stick, and shift culture". Her remit includes building TSLA’s PR practice, from strategic comms planning to press materials development, as the agency continues to strengthen its integrated communications capabilities.

Ng, who joins from DeVries Global, brings over a decade of experience in public relations with a focus on brand reputation, culture-driven storytelling, and influencer marketing.

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At DeVries, she led client experience for global brands including Procter & Gamble, Kenvue, Merz Aesthetics, Dyson, and ASICS. She also served as the agency’s innovation lead, developing offerings such as search-powered PR and a Gen Z incubator.

“Our clients have benefited greatly from seeing the work they do with us, out-earn even their paid media campaigns. Ng 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 TSLA.

Tan added, "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. Ng 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." 

Speaking on her new role, Ng said, "Too often, PR gets pulled into creative-led campaigns as an afterthought to demonstrate impact, when it really should be a core consideration from conceptualization. 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."

“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," she added. 

Ng's appointment follows a string of high-profile campaigns by TSLA, including Star Alliance's latest brand campaign titled "The rhythm of excellence". The campaign aimed to highlight the behind-the-scenes coordination between its 25 member airlines, promoting Star Alliance’s promise of seamless travel across carriers. 

TSLA also partnered with Marriott Hotels for its latest campaign in the Asia Pacific region (excluding China), aimed at celebrating the 24-hour hospitality experience offered by properties at the company.

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