Mash’s New Creative Powerhouse
Mash, the premier creative services platform in the Asia-Pacific region, has made waves today with the announcement of Genie Gurnani joining their ranks as the Executive Drag Queen. This pivotal role will integrate Gurnani into Mash’s esteemed global operating partners, a consortium of industry veterans who collaborate with Mash’s top-tier leadership on commercial, operational, and creative directions.
Genie Gurnani: Beyond the Glitz and Glamour
Known for their stellar performance on Drag Race Thailand, the inaugural international spin-off of RuPaul’s Drag Race, Gurnani is not just a drag sensation. They bring to the table an impressive 13-year track record in the creative domain, having collaborated with industry giants like Leo Burnett, J.Walter Thompson, Netflix, and VICE Media.
Gurnani’s primary mission at Mash is to infuse the brand with the vibrant energy of a drag queen. They will spearhead brand programming, content creation, and activations that not only highlight their profound cultural insights but also illuminate the vast cultural proficiency of Mash’s creative consortium. Their debut assignment? Hosting and steering the conversation at Mash’s SXSW Sydney panel titled, “Taste is Soul: How Your Creative Sense Can Keep the World Feeling Human.”
A Panel of Cultural Connoisseurs
This panel promises a rich tapestry of insights, featuring luminaries from the Masher network such as Royce Akers, former creative head at VICE Media and current Mash APAC operating partner; Andrea Wong, the stylistic genius behind Crazy Rich Asians and ex-editor-in-chief of Elle Malaysia; and Suzanne Kim, renowned director for SBS and ABC series. Furthermore, Mash’s CEO, Tash Menon, will share her vision on the evolving work landscape at Culture Amp’s much-awaited panel, “Culture Shift: Exploring How Innovation Will Redefine Work and Society.”
Gurnani Speaks on the Appointment
Genie Gurnani expressing their enthusiasm, remarked, “Everyone knows I’m gorgeous, mostly because I keep mentioning it. But beneath the layers of utter perfection, being a drag queen is really about finding what makes you special and expressing that at full intensity to delight the world. That’s why I’m so happy to be joining Mash. It’s an opportunity for me to stand for that sense of self-expression and celebrate it in others. Our creative experts across Asia Pacific are diverse, talented, and honestly magical. I’m here to put them in the spotlight and remind the industry that individual creativity is the most powerful force of all.”
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Mash’s Ascending Trajectory
Mash’s growth trajectory this year has been nothing short of phenomenal. The company has fortified its leadership cadre with five pivotal inclusions, with a significant chunk of its business now rooted in the vibrant Asian market.
Tash Menon, Mash’s CEO & Co-Founder, shared her thoughts, “Genie entered our orbit years ago as a client. It’s amazing to now go one full circle and to have someone of Genie’s creative calibre and energy elevate our purpose of empowering the creative world to work for themselves. Their unique ability to entertain, engage, and inspire the industry represents what we celebrate in our ‘Mashers’ across APAC and the globe: creativity in multiple disciplines, deep cultural expertise, and the ability to truly make an impact on audiences. We look forward to working with Genie to continue celebrating the diversity of our creative network and shining a light on culture’s role in creative excellence.”
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