Creative agency MASH will open an Asia hub, as demand for its non-traditional model providing big brand thinking through curated global remote-working teams continues to gain traction across the region.
Melbourne headquartered MASH was recently appointed by global sporting event company IRONMAN Asia to develop creative for this year’s Standard Chartered Singapore Marathon, and re-engaged by luxury timepiece brand, Breitling Asia, both without pitches.
MASH director of operations and commercial Sarah Churchlow will lead the push in Asia alongside MASH Asia project lead Rich Akers. MASH founder and CEO Tash Menon says there has been a demand from clients in Asia.
“Since starting the business in 2018, interest has consistently come from clients across Asia seeking a non-traditional/alternative approach to solving problems and a wider range of perspectives, which is truly exciting,” says Menon.
“We’ve delivered effective work for many brands in the region already and as demand continues to grow, the time is right for us to be on the ground and capitalise on this further. Sarah is perfectly placed to lead our Asia expansion along with Rich, who with 20 years of experience in the area has key experience and insights to share.”
MASH works with clients in the region including ONE Championship, the largest global sports media property in Asian history, Breitling, and global residential and commercial property consultancy Knight Frank.
The agency’s scope of activity in Asia has also expanded. Breitling has engaged MASH for activation and amplification for its women range in key markets of Thailand and Malaysia, building on the success of its initial work on the Chosen Not Given campaign
Breitling Asia president Alvin Soon says the first campaign was a rewarding experience:
“Working with MASH and its curated team of experienced creative MASHers for our first campaign was a very rewarding experience, so we are delighted to have engaged them once more as we embark on our next marketing phase.”
Menon says being reappointed by Breitling “is recognition of the great work of our MASHers”.
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