Executive Creative Director at MullenLowe Profero
Marketing and Advertising | Sydney, Australia, AU
With over fourteen years experience, Ashadi is recognised as one of Asia-Pacific’s most experienced and respected digital creatives. He has achieved a string of accolades including over 40 awards and has a number of prominent industry appointments to his name. A digital native, he believes that for agencies to stay relevant, they must embrace technology as a broader part of the creative discipline. To this end, Ashadi has guided a number of the world’s most iconic brands into the digital space, producing bold and innovative ideas for companies including Nestle, Unilever, Vodafone, Coca-Cola, Nike and SEGA.
As Executive Creative Director at Soap, Ashadi is using his advertising agency experience to expand the Soap brand, broadening the client engagements and portfolio of work. He curates a diverse team of talent that calls on the collective magic of designers, writers & technologists in the endless pursuit of the next big idea.
Prior to Soap, Ashadi served as the National Digital Creative Digital at JWT Australia, leading the transition to an integrated creative model following the merger with digital agency RMG Connect. In 2004 he was one of the founding partners that established the Sydney office of the WPP backed network. He began his career leading the highly lauded digital agency Hyro in 2000, establishing it’s creative credentials with back to back Cannes Lions and an enviable project list during his 3.5 year tenure.
In 2010, Ashadi was profiled by industry magazine AdNews for its annual 40 Under 40 Report and ranked by B&T Magazine as one of Australia's Top 10 Digital Creatives. In 2012, Ashadi was appointed to the Cyber jury of the Cannes Lions for a second time.
Ashadi takes inspiration from Jim Henson, a storyteller who reinvented the art of puppetry, turning it into a brand for modern audiences.