In a world of online matchmaking, MASH Brands has positioned itself as a virtual dating agency for high-end brands and the advertising and marketing communities.
Connecting elite labels with freelance communications professionals, MASH has cleverly tapped into the shifting nature of the marketing industry.
Tash Menon, who founded MASH in Melbourne two years ago, said that counter to expectations, her fledgling business had actually thrived during the coronavirus crisis.
“The most fascinating piece for us over COVID-19 has been the acceleration into multinational organisations,” Ms Menon told The Australian.
MASH works with clients from all over the world and connects them with freelancing advertising and marketing professionals. About 60 per cent of its clients are in Australia and the rest in Asia.
“We’re able to provide them with resources that they wouldn’t necessarily be able to access (without us),” the 34-year-old said. Over the past four months, MASH has recorded a 130 per cent jump in revenue from Asia and a 60 per cent increase in revenue from multinational corporations.
MASH is an all-female team — Ms Menon and the agency’s head of production, Amy Williams, are friends from school, while director of operations Sarah Churchlow, who hails from the UK, was recruited by Ms Menon after the pair met at a cross-fit camp in Thailand.
Since launching in July 2018, MASH has worked with 40 companies across Australia, Amsterdam, Canada, the UK, Singapore and Indonesia, including luxury watchmaker Breitling and real estate group Knight Frank, and last month secured its first client in the US.
Its talent roster has surged from eight freelancers to more than 100 from around the world, including former McCann Worldgroup strategy executive Patrick O’Hara in New York, former Adidas creative producer Enid Brun in Amsterdam and former VICE Australia creative director Royce Akers.
Ms Menon, who previously worked as head of marketing and communications for chef Luke Mangan’s restaurant business, said MASH only accepted freelancers that had been referred to her or its small team.
Ms Menon initially set up an office on Melbourne’s Collins Street but after a year wanted to be like the freelancers on her books and work remotely. Their work meetings are usually held in a coffee shop in South Yarra.
“We know the coffee shops of South Yarra very well,” she said.
Prior to the coronavirus crisis, Ms Menon and Ms Churchlow were also spending a lot of time in Singapore and Indonesia because of their increased workload.
“It did not make economical sense for us to have an office space when actually we were working remotely.”
Ms Menon is MASH’s biggest shareholder, while Ms Williams and Ms Churchlow also have stakes in the business.
By Lilly Vitorovich
Image: Paul Jeffers