‘Marketing is the foundation of advertising,’ says founder of Mayfair agency MOMA

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‘Marketing is the foundation of advertising,’ says founder of Mayfair agency MOMA

Few of us truly understand the difference between marketing and advertising

Louisa Walters is Features Editor at the Jewish News and specialises in food and travel writing

Christine Kulbas, founder of MOMA
Christine Kulbas, founder of MOMA

Marketing is creativity, storytelling, problem-solving, science and innovation. Working across finance, fashion, food, hospitality, business development, travel, jewellery, wellness, cosmetics, real estate, luxury and personal profile, MOMA is a young company with a modern mindset, driven by motivation. The new generation is driven by technology and so digital is the corepart of any marketing strategy. Companies such as FinTechCashier, 1 Level Up consulting agency, 1 Level Faster luxury service concierge and Oven Eat bakery in Golders Green are already using MOMA’s services.

“Every client I’ve worked with has begun their journey with me from zero with no prior engagement,” says MOMA founder Christine Kulbas. “Our mission is to build and expand their global and social presence. My proudest achievement is taking FinTechCashier from a home office in north London to building enough engagement globally to launch offices in New York and Malaysia.” MOMA takes bold risks that often shape long-lasting relationships. Its success is in believing in the potential of every idea. “Alone we can do little, but together we can do so much.”

Why should a business do marketing instead of advertising – or should they do both?
The path to a successful advertising campaign often hinges more on the process than the end goal. It involves strategic planning, constructing a brand story and identity, focusing on design, defining voice and messaging, and providing exceptional customer service. Establishing partnerships is the groundwork for successful advertising campaigns.

What is the biggest challenge for start-ups when it comes to marketing?
The need for a comprehensive understanding of their product, target audience and market dynamics to establish credibility and trust. Partnering with qualified agencies such as MOMA can provide start-ups with the expertise needed for market positioning, audience targeting and effective advertising. Success hinges on recognising strengths and outsourcing where necessary.

Why is it important for a start-up to use an agency rather than doingits own marketing?
Picture this: you’ve got a brilliant idea for a start-up but, without the right marketing strategy, it’s like having a treasure map without a guide. While it might seem tempting to cut costs by navigating the marketing maze solo, every pound you invest in marketing comes back to you multiplied. It’s not just about getting your name out there, it’s about sparking curiosity, creating buzz and opening doors to a world of opportunities you never knew existed.

Does every business need to be on social media?
Yes but on the right platform and in the right community. It is important to know the buying behaviour of your target audience. It’s about quality over quantity. Being strategic about social media presence ensures that resources are allocated effectively and efforts are concentrated where they yield the best results.

What has been the most fun marketing campaign to work on?
Honestly I wouldn’t be able to pick one. I hate to sound clichéd, but I really do love my job. I enjoy a challenge. The thrill lies in crafting engaging campaigns, transforming products and services into captivating narratives, injecting emotion into the emotionless and reshaping consumer perception. Recently 1 Level Up, whose mission is to bring together entrepreneurs, investors and business owners to succeed in global markets, forming meaningful partnerships for new business ventures, wanted more brand awareness around their target group. We elevated their global profile by joining the Gumball3000 racing event, rubbing shoulders with celebrities and entrepreneurs across the Middle East and Europe. This garnered extensive coverage on TV and radio and in newspapers and magazines.

What excites you most about marketing in 2024?
Driving digital growth, leveraging artificial intelligence, and focusing on performance marketing functions with new creative capabilities


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