Singapore’s stability in focus: TSLA and EDB launch new campaign

The new global campaign aims to position Singapore as a trusted, stable, and innovative partner for ambitious businesses.

Volatility, inflation, geopolitical tensions, and climate change are reshaping the business landscape. In response, The Secret Little Agency (TSLA) has created a global campaign — Your Business Needs Singapore, in collaboration with Singapore Economic Development Board (EDB). The campaign, first unveiled at CNBC’s CONVERGE live in Singapore, highlights the country’s value as a safe, stable, and open economy for global businesses.

Unlike traditional investment campaigns, Your Business Needs Singapore aims to move away from promotional language and instead presents Singapore as the foundation businesses require to innovate and grow. The concept was inspired by real companies that have leveraged Singapore’s stability to drive bold, ambitious, and even risky ventures.

Nicholas Ye, Co-Chief Creative Officer, The Secret Little Agency stated: "We fell in love with companies that were leveraging Singapore’s well-known value proposition, built around trust and stability, to create groundbreaking, often risky, and ambitious innovations. The entire campaign is built off these very real contrasts that we know global C-suites and companies such as Salesforce see and value in Singapore."

This latest campaign continues a decade-long partnership between EDB and TSLA, which began in 2014 with projects such as Impossible SG and The Coffee Connector. Your Business Needs Singapore is a fully integrated campaign, set to roll out across key international markets, including North America, Europe, and Japan.

For HR and business leaders, the campaign highlights Singapore’s growing influence as a destination for talent and high-impact industries. As global companies expand their operations in Singapore, demand for skilled professionals is expected to rise.

"Singapore’s safe and reliable business environment lets businesses do what they do best—innovate, take risks, and make bold moves to succeed in today’s volatile world. We wanted to highlight this juxtaposition in a fresh and striking way; working with The Secret Little Agency, we were able to do just that," said Sim SzeKi, Senior Vice President and Head of Brand, Marketing and Communications at EDB.

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