Second ex-Vice talent joins Mash as its first general manager

Damien Miller has joined talent curator agency Mash as its first general manager, as well as two new client wins.

Miller joins the agency from Something, where he was contracted as a brand partnerships director since September 2020. Previous to that role, Miller was head of client services ANZ at Virtue, Vice’s creative agency. Miller left in June 2020, when Vice closed Virtue’s Australian outpost.

Damien Miller, MASH’s new general manager

Miller is the second Virtue alumni to join Mash, as former creative director Royce Akers joined the agency in March as APAC operating partner.

Tash Menon, founder and managing director at Mash, said: “Damien’s appointment marks a significant milestone for MASH as we drive the business into its next phase.”

Miller added: “It’s exciting to have joined Mash at such a significant time in their development. I’m looking forward to building deeper relationships with our brand partners and team of MASHers around the world to deliver the best brand thinking.”

In addition to the appointment announcement, Mash has also announced two client wins: Experience Co and Minor Hotel Group.

Experience Co is an adventure tourism company that operates, amongst other experiences, 16 skydiving drop zones in Australia and New Zealand. Mash was appointed without a pitch to refresh the brand.

John O’Sullivan, CEO at Experience Co said: “Mash is a business built for our times and as we ready to embark on our next period of strategic growth being able to tap into a global team of highly experienced creative and marketing talent, which have been curated especially for our requirements, made them ideally suited for Experience Co.”

Minor Hotel Group has engaged Mash to develop a differentiated brand positioning, as well as develop an integrated brand communications platform and multimedia asset creation. Minor Hotel Group operates 60 properties across Australia, New Zealand, the United Arab Emirates, India, Qatar, and Lebanon.

Melissa Rodrigues, group director, brand and marketing, Minor Hotels said: “We wanted a partner that could plug into our marketing functions seamlessly and offer the expertise we need to develop a new brand positioning for one of our leading leisure brands. MASH offered just that and has already hit the ground running.”

In April, Mash announced it had broadened its remit with One Championship. In March, Mash launched a regional version of its campaign for Breitling.

Other recent announcements by ex-Vice staff members include Alex Light and Matty Graham launching a craft brewery back in April.

Nine announced its plans to revive Vice in Australia back in March. The deal does not include Virtue.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.