Mother Forms Global Partnership With The Secret Little Agency

It includes a joint venture to form Mother Shanghai

Mother and TSLA are teaming up. Photo Illustration: Dianna McDougall; Sources: Facebook: Mother New York, The Secret Little Agency (TSLA)
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Mother Holdings Ltd. is in advanced negotiations to form a partnership with The Secret Little Agency (TSLA), the company announced.

Upon completion, the partnership would result in a global strategic partnership between TSLA Shanghai and Mother, as well as a joint venture in Shanghai to form Mother Shanghai. The partnership would create an independent global network for Mother and TSLA across North America (with offices in New York and Los Angeles), South America (Buenos Aires), Europe (London) and Asia (Singapore and Shanghai).

TSLA launched 10 years ago and has worked with clients including Netflix, Nestle and Zespri. The agency’s current leadership team of Nicholas Ye, Julia Wei, Hanyi Lee, Eunice Tan, Mavis Neo and Kris Kam will remain in place following the partnership, with support from Mother’s creative and strategic leaders.

Mother launched in 1996 and works with clients including Ikea, KFC, Stella Artois, Baileys, Target and MoneySuperMarket across offices in London, New York, Los Angeles and Buenos Aires.

“We’ve had a crush on Mother for some time now. Mother doesn’t just create great work. They move culture,” TSLA founder Nicholas Ye said in a statement. “To do this sustainably, independently and together with friends from three other continents, is a future we’re definitely looking forward to.”

“The culture, outlook and ambition of Mother and The Secret Little Agency are uncannily similar. The one obvious difference is geography,” added Mother Holdings global CEO Michael Wall. “We have been working on an informal basis for a little while now. It quickly became evident that as a bigger, joined up family we’d be able to offer our people and our clients even greater opportunities.”


@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.