#MeetMash issue 6: Jonathan Williams

#MeetMash issue 6: Jonathan Williams

Welcome to #MeetMash, a regular drop-in to the Mash Studio to get to know our team a little better. This month, we go back to the beginnings of the studio with Mash Co-Founder and CSO, Jonathan Williams.


Tell us a bit about yourself:

I’m a structural thinker, an entrepreneur and I’m restless and always looking to do new and interesting things. I’m married with 2 daughters (16 and 13), live in Surrey and like walking, running, fine dining and playing Jazz. In the last couple of years I’ve climbed Kilimanjaro and hiked to Everest base camp. I recently worked on a project that I was told would be about ‘old people’ and was mortified to discover that I was in target age group.

How did you find your way into brand strategy, and sparked the desire to start Mash?

I started my career in market research as I thought it would be a good blend of creativity and analysis (and because I graduated during a recession and I was just happy to have a job). I then transitioned into strategy and innovation-based roles to go beyond the research and get more involved in problem-solving.

I co-founded Mash because I like working in early stage start-ups, and because Conrad and I believed there was an opportunity for an agency that could be agile, creative and entrepreneurial as well as strategic and rigorous (normally it’s a trade-off between the two). That’s what the Studio philosophy is all about.

What brand would you love to work on?

For me it’s more about how interesting the question is rather than the brand itself. A great challenge for a ‘dull’ brand can be much more rewarding than a dull question for a ‘trophy’ brand.

Where are you most likely to be found outside the Studio?

At home, in a restaurant, or up a mountain.

Give us a great restaurant recommendation?

Current favourites are Buddakan in New York, or closer to home, Maisie in Thames Ditton, Surrey.

What would your alternative career have been?

A songwriter.