Star Alliance hands global creative duties to The Secret Little Agency

Airline alliance Star Alliance has appointed Singapore-based creative agency The Secret Little Agency as its global creative agency of record. The Secret Little Agency will take on its global brand and marketing strategy and communications development. This will include brand and product campaigns.

Star Alliance is the world's first and largest airline alliance, with 26 member airlines including Air China, Lufthansa, Singapore Airlines, Turkish Airlines, United Airlines and more.  

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The Secret Little Agency is the first APAC-based agency to be appointed as Global AOR for Star Alliance, marking an exciting new chapter for the brand, the agency said in a statement.

“We are thrilled to be given this opportunity to take the Star Alliance brand to new heights, and incredibly humbled by the trust placed in us – it’s amazing when we meet clients that mirror our drive and determination to create great work," said Eunice Tan, group CEO of The Secret Little Agency. "We’re confident of the excellence we will unlock together in this new creative partnership,” she said. 

Adding on, Sidharth Grover, director communications and marketing, Star Alliance said that the alliance was happy to collaborate with The Secret Little Agency, which captured its attention with its strategic and creative talent.

"This partnership marks a step forward reflecting our commitment to impactful brand building, and we eagerly look forward to the creative ventures that lie ahead.” said Grover.

The appointment comes shortly after The Secret Little Agency promoted Tan to helm the agency as its new group chief executive officer (CEO). She takes over from Nicholas Ye who was previously CEO in addition to being one of the agency's founders, it said when MARKETING-INTERACTIVE reached out. 

Tan steps into the new role after helming the agency’s strategy department for well over a decade as head of strategy. She has also been a partner at the agency since 2009. Prior to her stint at The Secret Little Agency, Tan was at TBWA\ Group Singapore where she handled account management. 

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