TSLA was appointed following a closed-door pitch involving several agencies that lasted more than two months. McCann Erickson had previously worked on brand assignments for the Straits Times.
According to a statement, the independent has been tasked with "developing affinity and advocacy drives to boost newspaper's leadership position".
TSLA's first campaign for the newspaper is expected to break at the end of the third quarter of this year.
On the account win, Nicholas Ye, chief creative officer of TLSA, said: "We are thrilled. The brief is a tremendous one, and it allows us to really put into action our expertise that spans above, below and beyond the line."
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