The Mensch Behind the Message: How Sasha Martens Built a Global Creative Empire on Relationships, Grit and the Art of the Long Game

The word mensch carries the full weight of what it means to be a good human being: honest, principled, empathetic, and genuinely invested in the wellbeing of others. It is not a word most people would attach to a business name, let alone build an entire brand identity around. But Sasha Martens is not most people.

For nearly two decades, Sasha has led Sasha the Mensch Inc. an independent creative and executive search firm headquartered in New York, with a philosophy that is as disarmingly simple as it is rare in the advertising world: put people first, do the right thing, and the business will follow. From concert stages in his high school years to boardrooms in Dubai, Buenos Aires, Shanghai, and Manila, Sasha’s career has been a study in restless curiosity, cultural fluency, and the kind of relationship intelligence that no algorithm can replicate.

In this exclusive GER conversation, Sasha reflects on the journey from regional music promoter to global creative headhunter, the evolving landscape of independent agencies, the surprising human lesson that keeps him grounded after twenty years at the helm, and why, in an industry obsessed with what’s next, the most radical thing you can do is simply be a mensch.

 The Entrepreneurial Journey

You have led Sasha the Mensch Inc. for nearly two decades. What inspired you to launch your own agency in 2006?

We all have different talents, and for myself, I have always preferred creating my own path. Before I was a headhunter, I was a regional concerts and events producer. I started in high school organizing concerts, and that continued into college, where I started producing larger events and working with an array of artists from Hip-Hop, Metal to Country. As a music promoter, I used to say, “Disaster is the Industry Standard” because so many things can possibly go wrong. There were times my favourite song was “Thank you, we are done.”

The name “Sasha the Mensch” carries personality and meaning. What does “Mensch” represent in your leadership philosophy?

I chose the name because I always believe that one should try to forge long-term relationships and do the best one can to give advice or support. With the people I work with, I try to make a positive impact on their lives. I always think of people who helped me out, sometimes it was the simplest advice or support, and how deeply appreciative I am to this day.

What were the biggest challenges in building an independent creative company in New York’s competitive advertising landscape?

Well, when I started in 2006 and hung out my shingle, it was a real adjustment. I worked at a very supportive company and organisation, and then when you are all by yourself, you feel the hits a lot more. But over time, I was able to find my way in the city and find how I could express my own personality and interests that aligned with different people and companies.

Over the years, how has your vision for the company evolved?

When I started in 2006, I was very focused on the US, but over time I realised that I had an affinity for working internationally, and I began to do business globally — in Dubai, Buenos Aires, Mexico City, Shanghai, Moscow, London, Düsseldorf, and Manila. I felt I was able to offer an international perspective on talent and an understanding of different markets. When I started, I was exclusively focused on the creative space of the advertising industry, but over time that evolved to my team and me working with agencies and brands trying to find their executive leadership, CEOs, Presidents, and Heads of Brand.

Leadership & Longevity in a Fast-Moving Industry

You’ve sustained leadership for nearly 20 years. What qualities are essential for long-term relevance in advertising?

I really think you have to look at the people who work with you as your mentors. I have learned so much from the people who have worked with me. When you have good people who you work with, they really wind up teaching you so much.

How do you cultivate creative talent within your team while maintaining high standards?

Everyone has a different style and way of working, and if they understand the general mission you have laid out, let them get there with their own process and way of thinking. Let people know that they have free rein to make mistakes by creating a supportive environment. People are way harder on themselves, so a pat on the back generally works best.

What advice would you give to founders navigating the pressures of running a creative business?

It is important to be open to outside perspectives. We all have flaws; too often, we choose to ignore them, and that has consequences for others. Some people micro-manage, some people don’t give clear direction, and some of us are unorganised. Be aware of areas that are not points of strength so that you can have others address those.

Global Perspective & Cultural Intelligence

You are multilingual and culturally diverse in perspective. How has speaking multiple languages influenced your creative thinking and global brand understanding?

It is so interesting, I call it the unspoken understanding. When you are in a room full of people from the same country or culture, there is often an ‘unsaid’ understanding of expectations and communication. How a meeting starts, or what people know to be true, and how to approach a problem. As someone from the outside, you have to be aware, ask questions, and try to understand.

The Future of Advertising & Independent Agencies

How is interactive advertising evolving with emerging technologies and AI?

AI is a new tool, and will clearly have an impact, but I see the impact in the workplace. Right now, the biggest impact on hiring is consolidation across so many industries. Talking about AI has been used as an effective means of disciplining labour.

Personal Vision & Legacy

After nearly two decades at the helm, what continues to motivate you creatively?

When I started my business, I wanted to build a successful company, and what I see is that success is the learning and growth of the people I work with, and the lives that I have hopefully been able to help them build.