Melbourne headquartered MASH is making its first international expansion with the opening of 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.
The move comes as MASH has been 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.
Sarah Churchlow, MASH’s director of operations and commercial will lead the push in Asia alongside MASH Asia Project Lead Rich Akers, who until recently was based in China for 20 years. Together they will manage its growing client base and spearhead new business on the ground in southeast Asia, travelling between key business centres.
Headquartered in Melbourne, MASH has steadily grown its presence in the region, working with clients including ONE Championship, the largest global sports media property in Asian history, Breitling and global residential and commercial property consultancy Knight Frank amongst others.
MASH founder and CEO Tash Menon (pictured) recently named Entrepreneur of the Year at B&T’s Best of the Best Awards and also included in Campaign’s Women to Watch 2021 said: “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.”
“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’s scope of activity in Asia continues to expand. Building on the success of its initial work on the ‘Chosen Not Given’ campaign, Swiss watchmaker Breitling has engaged MASH once again for activation, and amplification for its women range in key markets of Thailand and Malaysia.
Alvin Soon, president of Breitling Asia said: “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.”
In a second major win, MASH has been appointed by IRONMAN Asia, which operates a global portfolio of sporting events including the Standard Chartered Singapore Marathon (SCSM). MASH’s team of creatives will develop a digital campaign to promote the SCSM, including its virtual race platform.
Santoz Kumar, general manager, Singapore and head of sales, Asia at The IRONMAN Group said: “MASH impressed us with their ability to put together a team of creative and event marketing specialists within a very short time.”
“From the very start of the engagement, we were working against a closing window of opportunity and an evolving covid situation to execute a successful campaign. MASH became a highly trusted and valued partner very quickly once we saw first-hand their dedication and commitment in achieving our goals. I would say MASH’s key values to brands is their agility, energy, dedication and drive.”
Menon added: “Being reappointed by Breitling is recognition of the great work of our MASHers and we’re delighted that our partnership has been extended. IRONMAN Asia is a new client for us in Asia and we’re excited to be given the opportunity to work on such a prestigious global sporting brand.”
