The Secret Little Agency returns as Simmons’ regional creative partner

Simmons, a pioneer in premium mattress technology and the creator of the Beautyrest brand, has reappointed The Secret Little Agency following a closed-door pitch involving several agencies.

“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 leverage our knowledge both old and new to unlock more success for Simmons across Southeast Asia,” said Eunice Tan, Group CEO at The Secret Little Agency.

“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 & Development at Simmons.

The appointment is the second time Simmons is working with The Secret Little Agency since the successful launch of Simmons’ Asia creative platform by TSLA previously entitled “The Definition of Sleep” back in 2011.

The remit based out of Singapore will span all integrated channels, with a view to expand the campaign into key markets such as Thailand, Malaysia, Indonesia and the Philippines, tapping into TSLA’s regional network of strategic, creative and production partners.