Meet the Masher: Enid

9 months ago we made a decision: MASH’s first European Hub will be in Amsterdam. Last week that little baby was born with rockstar Enid taking the reigns as our very first European Ambassador. 
 
Born in Mexico, Enid’s colourful background has seen her leading global brands and agencies across 4 continents and 50 countries. She’s even studied in Japan’s Zen monasteries.
 
From previously being an Advisory Board member for the United Nations to being the Senior Global Creative Producer for Adidas to being the Global Communications Lead for Swatch and not mention a portfolio of World class brands including Reebok, L’Oreal, Foot Locker, DDB, CNN and Volkswagen… this lass makes “shift happen”. But now her focus is very much on working with brands that have true purpose. By golly, we are bloody chuffed . 
 
In our latest installment of #meetthemasher, we spoke to Enid about starting her own agency, working with businesses to do something new and her pursuit of the mastery of Wabi-Sabi.

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You started your own creative agency in 2012. Was this a dramatic career shift or had it been a slow-burning plan for long beforehand?
 
It wasn’t definitely a linear move in my career but also it wasn’t unexpected. At that time I was doing art and fashion collaborations at global level, everywhere I went from Asia to Europe or America I would meet amazing artists and creatives, I stopped working at Swatch Int Marketing and decided to set foot for a world travel, I got tons of messages of people who wanted to collaborate with me and young talent who needed a platform, and so it all started organically. It meant to be.
 
You’ve done amazing global brand comms and marketing work with Adidas, Reebok, Footlocker and DFNS – is sports retail a particular industry you are drawn to?
 
Sports have played a huge part in my life, I was an athlete long time ago, I would do running, Tae-Kwan-Do, gymnastics, swimming, basketball but by forte was definitely Volleyball. My parents could only afford to buy a local Mexican shoe brand called “Panam”, we didn’t have money for Adidas or Nikes, but they were always a reference as all my sport idols at that time were wearing them, I remember when I got my first Converse I felt so empowered. Working for those brands and honouring my culture through creativity, sports and women driven communications was a dream came true.
 
Your motto – never stop learning – has seen you study at a myriad of Universities and Schools across the world and even Zen monasteries in Japan! What are you interested in learning now?
 
Hair cutting and braiding. During the lockdown I started to cut the hair of my family, it was rough but not bad at all, I even received compliments! It also taught me that I need more self-sufficient / survival all-hands skills.
 
From your vast experience working with businesses to do something new, do you think it’s possible for any and every brand to be disruptive and industry-changing?
 
Definitely. I also think disruption at times means brands need to stop doing what they are doing, cease to exist or do something different to make room for new things. 2020 showed us there are many businesses that don’t have a fundamental reason to exist, if they realise that and transform into services, products and tools we actually need and which serve a purpose and people, the change will finally be REAL and not just hype. 
 
You pursue ‘the mastery of Wabi-Sabi’ – for those playing at home, what is that?
 
“Wabi-sabi” is a beauty of things imperfect, impermanent, and incomplete – Leonard Koren.
For me more than a home style is a mirror of my own life philosophy, is looking at our humanity and see the beauty of our rough edges, accept our brief existence, make the best out of it, and surrender to the fact we will be ever evolving, there is no end, life renews.
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