Shanghai-based agency TSI eyes SEA market with SG office

Shanghai-based strategic F&B, consumer healthcare, and wellness brand consultancy, The Silk Initiative (TSI), is expanding into Southeast Asia with a Singapore office. According to TSI, this comes as more major global brands are looking to Asia as a strategic growth driver, with Singapore serving as a regional headquarter base. Through establishing a Southeast Asian presence, the TSI team hopes to be able to provide its data-led innovation services to help clients realise these growth opportunities.

Some of the brands the agency has worked with include TimTam, Beyond Meat, Pizza Hut, Farmer's Union, Suncare amongst others. The agency also touts to have design-led thinking and innovation, and brand strategy consulting across  North America and Australia. 

Leading the expansion for TSI will be Desmond Loh, who has over 15 years of marketing and branding experience spanning a wide range of industries, including F&B, banking and finance, FMCG, hospitality, telecoms, and retail. Prior to TSI, Loh worked with the likes of Toluna and Landor & Fitch.

 “TSI’s genuine and amazing culture, stellar professional record, and high standard of delivery are well known across APAC. This region is poised for strong growth and I am excited to join the team to introduce more clients in Southeast Asia to TSI’s unique brand consultancy offerings,” Loh said.

Andrew Kuiler (pictured), founder and CEO of TSI said that with the expansion, the agency hopes to help brands understand consumers in APAC.

“TSI has not only weathered the COVID-19 storm well, we continue to make the right investments across our region. Having Loh join our team allows us to get in front of the right conversations in more Asian boardrooms. Ultimately, this allows our clients to better connect the dots across their businesses in Asia,” he added.   Meanwhile, Kuiler has had nearly 20 years of experience working with major brands including Campbell’s, PepsiCo, Arla, VitaCoco, Goodman Fielder, Pizza Hut, Unilever, US Dairy, and Mars Wrigley.