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Mash Announces Expansion into Asia and New Account Wins
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Mash launches Asia hub following Breitling and Ironman Asia wins
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March 17 2021, 8:08 am | BY Kim Shaw | No Comments
Following the launch of the Chronomat women’s 32 and 36 watches, luxury watchmaker Breitling has launched a regional interpretation of its global Spotlight Squad via MASH, pushing the boundaries of what it means to be a woman of purpose, action and style.
MASH were appointed to develop an Asia extension of Breitling’s global Spotlight Squad which features American ballet dancer Misty Copeland, award-winning actress and producer Charlize Theron, and Chinese actress and philanthropist Yao Chen.
Drawing inspiration from the progressive mindset of women who are decisive leaders of change, the regional campaign includes supermodel and social activist Cindy Bishop from Thailand, singer and entrepreneur Isabella Wong, also known as Bella Kuan, from Malaysia and wakesurfer and business owner Cassandra Tan from Singapore. The tagline ‘Chosen, Not Given’ represents a growing trend of women, especially in Southeast Asia wh
Breitling launches women s watches campaign by MASH
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Aus-based talent curator MASH wins three new clients
December 11, 2020 10:47
Melbourne based talent curator agency MASH has won three new clients as its curation of global remote-working teams grows in reach.
Luxury watchmaker Breitling South East Asia, sport media brand ONE Championship and commercial property consultants Knight Frank have appointed MASH for a variety of campaigns and work.
Then Breitling account was won following a competitive pitch to develop a launch campaign for a new women’s range launching in Singapore, Malaysia and Thailand.
Alvin Soon, president, Breitling Asia added: “We wanted to access alternative creative thinking for the launch of our new range targeting women. By partnering with MASH, we now have access to experts from around the world to develop a campaign that would not have been possible if we had used the traditional agency model.”