Mehreen Ahmed and Angela Denise. Photo Credit Portraits by Tim Levy.
MAAD Collective, a 100% female-owned and operated, independent creative group, has launched in Sydney, combining strategy, storytelling and design.
Mehreen Ahmed and Angela Denise, with decades of global and local experience, have built a purpose-driven agency, leaving traditional agency conventions at the door.
Creative director Denise has spent more than 20 years in New York agencies crafting strategically led work across beauty, retail, sneakers and snacks for brands including Disney, Keds, Procter & Gamble, Gerber and Peloton.
She moved to Sydney from New York mid-COVID while pregnant with her daughter.
"We built MAAD to create a way of working that challenges the norm and doesn't shrink when life expands, a model that makes space for the work, our families and the chaos that comes with both," Denise said.
"All while letting us create work we're genuinely proud of. We get to the real problem quickly, think strategically and bring in global minds when it makes the idea stronger. It keeps the process clear and efficient, for us and for our clients."
Ahmed brings a deep passion for partnering with brands to solve complex business problems.
She's built her career across agencies including Ogilvy Singapore, Wieden+Kennedy Shanghai and MullenLowe Singapore, working on global and regional Asia Pacific accounts such as Procter & Gamble, Unilever and Coca-Cola.
Seven years ago, she launched her own consumer goods brand, WeLove Pizza.
"Having spent time both agency side and in a manufacturing start-up launching a national food brand, I have an even greater appreciation and understanding of the marketers' agenda and that of the rest of the C-suite," Ahmed said.
"MAAD Collective is not afraid to burn the brief and get deeper into a client's business to develop realistic solutions."
MAAD Collective has already begun working with major global brands, including Onitsuka Tiger and Buttar, Caldwell & Co., a boutique Sydney-based law firm.
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