New Female-Owned Creative Collective MAAD Launches in Sydney

• The MAAD Collective, a creative collective fully female-owned, has just launched in Sydney
• The group seeks to support various brands, governments, NGOs, and social enterprises with complex business and communication challenges

A new fully female-owned creative collective, MAAD Collective, has launched in Sydney, offering strategic and creative support to brands, government bodies, NGOs and social enterprises seeking new approaches to complex business and communication challenges.

Founded by Mehreen Ahmed and Angela Denise, the independent group aims to work outside traditional agency structures and focus on addressing problems at their core.

MAAD Collective positions itself as a partner for organisations navigating crises, transformation, or cultural and social progress. The group brings together strategy, storytelling and design, forming customised project teams from a global talent network rather than relying on fixed departments.

“We built MAAD to introduce a way of working that challenges the norm and adapts to the realities of life a model that accommodates the work, our families and everything in between, while allowing us to produce work we’re proud of. We identify the real problem quickly, think strategically, and pull in global expertise when it adds value. This keeps the process clear and efficient for us and our clients,” said Angela, MAAD Collective co-founder and creative director.

Angela brings over two decades of experience from leading New York agencies, having guided strategic work across beauty, retail, sneakers and food categories for brands such as Disney, Keds, Procter & Gamble, Gerber and Peloton.

Her campaigns have supported both startup launches and brand refreshes, earning recognition from the Clios, The One Show, Lürzer’s Archive and the Effies.

Mehreen has worked with Ogilvy Singapore, Wieden+Kennedy Shanghai and MullenLowe Singapore on global and APAC accounts for Procter & Gamble, Unilever and Coca-Cola. She also founded FMCG brand WeLove Pizza, which has grown into a national leader in the independent grocery channel.

“Working both within agencies and in a manufacturing start-up has given me a deeper understanding of the priorities of marketers and the wider C-Suite. MAAD Collective is willing to challenge the brief and explore a client’s business more deeply to create practical solutions,” said Mehreen, MAAD Collective co-founder and business director.

Despite being newly established, MAAD Collective is already working with major brands, including Onitsuka Tiger, which is experiencing renewed momentum globally and in Australia, as well as Sydney law firm Buttar, Caldwell & Co.

 “From the outset, MAAD demonstrated genuine care for our brand and ambitions. They think quickly and understand how to translate a global brand into the local market. We look forward to continuing this partnership into 2026 and beyond,” said Theo Kalivas, Onitsuka Tiger AU country manager.

Operating from Sydney with a global reach, MAAD Collective aims to work with organisations interested in rethinking traditional agency models.

The founders advocate for agile, project-based collaboration instead of standard retainers and hierarchical structures. Their model is designed to rapidly move from brief to business problem to solution, drawing on international perspectives whenever they enhance the outcome.