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Mash appoints Genie Gurnani as Executive Drag Queen to Elevate Brand Strategy in APAC
Tue, 3rd Oct 2023

In an unprecedented move that marries the worlds of drag and corporate leadership, Mash, the leading creative services platform in the Asia-Pacific region, has announced the appointment of Genie Gurnani as the company's Executive Drag Queen. The role will see Gurnani join Mash's panel of operating partners, an ensemble of industry experts who collaborate with the leadership team to formulate commercial, operational, and creative strategies.

Gurnani, who gained widespread recognition for competing on Drag Race Thailand, is not just a performer but also a global creative leader with over 13 years of experience in the industry. The newly minted Executive Drag Queen has previously worked with heavyweight agencies such as Leo Burnett and J. Walter Thompson, as well as global entertainment brands including Netflix and VICE Media.

Speaking about their new role, Genie Gurnani says, "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.”

As part of their role, Gurnani will lead brand programming, content, and activations that exhibit their nuanced understanding of culture. They will also spotlight the diverse cultural expertise of Mash's creative network. The first assignment on Gurnani's agenda is hosting and moderating Mash's SXSW Sydney panel, "Taste is Soul: How Your Creative Sense Can Keep the World Feeling Human." This panel will include members of the Masher network, such as the former creative head of VICE Media and Mash APAC operating partner, Royce Akers, lead stylist for Crazy Rich Asians and former editor-in-chief of Elle Malaysia, Andrea Wong, and SBS and ABC series director, Suzanne Kim.

Mash's CEO & Co-Founder, Tash Menon, expressed her excitement over the appointment, stating, "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."

The announcement comes at a time of remarkable growth for Mash. This year, the company has bolstered its leadership team with five new members and has seen the majority of its business shift to the dynamic Asian market. With the unique addition of an Executive Drag Queen, Mash further establishes itself as a forward-thinking company that champions creativity and diversity in the corporate landscape.