Mash names all-female executive team, shifts global HQ to Singapore

Independent creative agency Mash has named a new leadership team, relocated its headquarters to Singapore, and formalised a strategic shift toward an in-housing agency (IHA) model—marking a new chapter in its growth across Asia Pacific and beyond.

The agency, which launched in 2018, built its early reputation on curating decentralised creative teams across 31 countries for brands including Netflix and Accor. Now, Mash is consolidating that experience into a more embedded model, with a focus on long-term partnerships and operational scale. At the same time, founder Tash Menon-Verheul has stepped away from day-to-day operations, moving into a board advisory role while maintaining her shareholding.

Menon-Verheul tells Campaign that the move comes at an inflection point—for both the industry and her own trajectory. “Creating Mash from the ground up has been an incredibly rewarding experience.” she says. ”Navigating the shifts within the industry and the economy, I made the strategic decision in 2024 for Mash to move toward a more scalable, retained revenue model through in-housing. It was a clear turning point for Mash and myself. For me, I’ll be supporting Mash through a strategic lens, while I build and redefine my next chapter," she adds. 

The leadership restructure sees Jolene Cornford appointed as general manager, APAC. Based in Singapore, Cornford will lead Mash’s agency and in-housing operations across the region, drawing on nearly two decades of experience in client and operational roles across London, Sydney, and Southeast Asia.

Robyn Hayward, who joined Mash last year, remains chief financial officer and has now been named director and partner. Her prior roles span media, advertising, and travel—including stints at ITV, Foxtel, and Qantas—and she is credited with strengthening the agency’s financial model during its strategic pivot.

Also joining the leadership team is Dianne Hummal as talent strategy director, based in Bali. Previously with Maker Lab, she will oversee day-to-day operations and global talent acquisition, as Mash looks to scale embedded teams that reflect both client needs and local cultural fluency.

Mash has also introduced a new function centred on the future of work, appointing former Twitter/X executive Daniela Bogoricin as chair of its newly launched 'Culture and Innovation Hub'. The initiative is designed to explore how creativity, digital transformation, and AI will shape the evolving agency model—both internally and for clients. Bogoricin, who has worked across fashion, tech, and media, will be based in Singapore and collaborate across teams globally.

The leadership changes follow Mash’s formal appointment as a global in-house agency partner for Google, signalling a wider appetite for flexible, embedded teams that can operate closer to the brand while delivering measurable outcomes.

Menon-Verheul says the shift from project work to in-housing came in response to clear signals from clients: “They’re asking for embedded teams that behave like internal staff, not external suppliers. They want flexibility without bloat, and creative work that’s both culturally aligned and commercially accountable.”

While in-housing has been a rising trend globally, Menon-Verheul believes its appeal has accelerated in APAC as brands navigate economic pressures and changing consumer habits. “It’s not just about cost—it’s about relevance, speed, and integration. In many cases, internal teams are stretched, and traditional agencies can’t always move fast enough. That’s where we come in," she says. 

Despite stepping away from day-to-day leadership, Menon-Verheul doesn’t see her progression as an exit: “This isn’t about walking away. It’s about shifting gears so I can play a more strategic role at Mash, while also exploring other ventures across APAC that challenge how and why we work.”

Asked whether Mash still sees itself as a challenger, she doesn’t hesitate: “Always. It’s not about size—it’s about mindset. We’ve never followed the traditional agency model, and even as we scale, that instinct to question the norm is still core to who we are.”

Mash’s focus in the months ahead will be on scaling its in-housing offer, building strategic partnerships, and developing its future-of-work hub as a platform for experimentation and cross-industry collaboration.

With a new leadership team in place and a clearer structure for long-term growth, Menon-Verheul says the agency is well-positioned for what’s next. “This chapter is about depth, not just reach—and I think that’s exactly what the moment calls for," she says.