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A Melbourne-based startup used by the likes of Netflix, Indeed and Accor to match talented senior creatives with new projects has secured $2 million in a pre-series A round funded by J Bell Family office.
Founded in 2018 by Natasha Menon and Sarah Churchlow, Mash helps companies find the right person to execute a new campaign, pulling from its pool of 200-plus senior creatives to offer brand strategy, creative direction, graphic design, animation, marketing and more.
To match companies with creatives, the former is required to write a brief of the project they need help on. From there, creatives are selected by Mash to look over the campaign and can either accept or reject the proposal.
The platform is currently experiencing 90 per cent year-on-year growth and is active across 28 countries, including Singapore, Thailand, Indonesia and the US.
The fresh capital will be used to expand Mash’s leadership team across Asia-Pacific and add new AI-driven features to its platform that support team curation, collaboration and remote work.
“The big creative agency model just isn’t working for clients or creatives. Brands that are looking to drive impact and results are seeking more efficient, transparent and effective creative solutions that integrate as part of their own business,” Menon said.
“They still want the global, big-picture thinking, but with a strong understanding of local markets and sensitivities, without endemic wastage.
“At the same time, senior creative professionals are embracing the flexibility of working how they want, on projects and brands that not only resonate with their personal values, but where their expertise lends to them delivering the greatest amount of impact.”
According to Media I’s annual report, which surveyed 4,480 media agency and media owners in Australia, the sector experienced a peak rate of employee churn at 41 per cent in 2022 – almost double the result of 23 per cent the year prior.
It also found that 29 per cent of media owner staff moved positions compared to 15 per cent in 2021. Only 20 per cent of agency staff surveyed said they would actively look for a new role in the next six months.
Those with 10-plus years of experience in the industry put responsibility and freedom as the most important aspect of work contributing to job satisfaction (43 per cent), while only 20 per cent of workers with less than two years in the sector felt the same way.
Mash’s pre-series round was oversubscribed, with the company opting to work with one lead investor despite interest from other parties in Australia, Asia and the US.
“We’re known for our ability to curate teams in such a way that we seamlessly match independent creatives to client brands and projects,” Menon said.
“We used the same approach to find the right investment partner for Mash; one who understood that success is not just about growing but growing in the right way. We are thrilled to have the support of the kindred entrepreneurial spirit of our investor.
“Their support will be pivotal in how we further capitalise on our position as the first creative services business of our kind to operate at scale across APAC, bringing the benefits of the best global thinking and local knowledge to brands looking to grow across the region.”
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