Melbourne headquartered MASH has won three new clients as its innovative model of curating global remote-working teams to provide big brand thinking outside traditional agency structures, continues to gain traction across the Asia Pacific.
Luxury watchmaker Breitling South East Asia appointed MASH, following a pitch, to develop a launch campaign for a new women’s range launching in Singapore, Malaysia and Thailand.
Alvin Soon, president, Breitling Asia said: “We wanted to access alternative creative thinking for the launch of our new range targeting women. By partnering with MASH, we now have access to experts from around the world to develop a campaign that would not have been possible if we had used the traditional agency model.”
ONE Championship (ONE) is the largest global sports media property in Asian history and has engaged MASH to deliver creative ideation and direction for a branded entertainment project in Asia also following a pitch.
Erica Kerner, senior vice president, head of marketing strategy & partnerships, commercial at ONE Championship said: “We are excited to be working with MASH and its global team of senior creative problem solvers on this branded entertainment project.”
Global residential and commercial property consultancy, Knight Frank, has appointed MASH for marketing projects for their APAC Capital Markets.
Started in 2018, MASH connects specialist teams of freelance creatives, digital, strategy and marketing experts from around the world, with forward-thinking advertisers and brands looking for new ways of working that do away with overheads associated with traditional independent and network advertising agencies.
Tash Menon, founder and managing director of MASH (pictured) said: “While the pandemic has accelerated the move to remote working, our model has been based on curating creative and marketing teams, wherever they may be in the world, from our inception. What’s particularly pleasing is that big brands and multinationals are now recognising they are not bound by traditional agency locations and physical offices, but can access the best talent from around the world.
“Asia Pacific is a rapidly growing market for MASH and we’re delighted to be partnering with Breitling, One Championship and Knight Frank, to support their marketing objectives across Asia. These are ambitious and forward thinking businesses who understand the benefits of working with our specialist teams of MASHers to deliver the thinking and work they need for each particular project.”
MASH has seen revenues from multinational companies rise by 60% this year and has worked with advertisers and brands in Canada, Amsterdam, Indonesia, UK and recently started working with a business in the US.
Its talent roster of referral-only freelancers has risen from eight to more than 100 around the world, including former McCann Worldgroup strategy executive Patrick O’Hara in New York, author and former fashion director of UK CosmoGIRL! Navaz Batliwalla in London, former strategy director at VICE Scandinavia, Praveen Vaidyanathan and former VICE APAC creative director Royce Akers
