mads
mads is a Moscow-headquartered online creative education school founded in 2011, serving aspiring and working creative professionals with six paid courses in art direction, strategy, marketing, and AI-assisted creativity, plus B2B corporate training across Russia, CIS, and Europe.
- Company typePrivate
- Founded2011
- HeadquartersMoscow, Russia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What mads does
mads (legal entity OOO MADS, registered in Moscow, Russia; corporate address listed in Limassol, Cyprus) is an international online creative school founded in 2011 by the four co-founders of the Friends Moscow advertising agency — Arina Avdeeva, Maxim Ponomarev, Denis Eliseev, and Sasha Zavatsky. The company delivers paid asynchronous and live online courses plus free lectures to aspiring and working creative professionals, with a curriculum spanning art direction, brand strategy, communication strategy, creative intelligence, marketing, and AI-assisted creativity. Course pricing ranges from approximately 82,000 RUB (self-paced) to 244,000 RUB (full online with curator support and final project), with installment billing and individualized educational tracks mapped to each student's career goals.
The underlying technology is a web-based learning platform (madscourses.com) hosting video lectures, recorded workshops, live sessions, and homework submission with curator feedback; the company does not build AI/ML infrastructure but integrates third-party generative AI tools into its AI & Creativity course. The business model is hybrid: direct-to-consumer course tuition for individuals, self-paced and full online tiers, a freemium content library of free lectures, B2B corporate training (bespoke workshops, 'creativity gym' team training, 48-hour pop-up agency sprints), and an HR recruitment service that places graduates with top agencies in exchange for placement or service fees.
Go-to-market is dual: self-serve online enrollment for individuals, supported by organic social (VK, YouTube, Telegram), free lectures, and a 5,000 RUB referral program; and direct B2B sales for corporate training inquiries. The company claims 2,000+ placed graduates, a 95% post-course employment rate, 450+ B2B workshops delivered across Russia, CIS, and Europe, and 72 international creative industry awards (including D&AD Gold and Cannes Lions). It operates with approximately 50 employees, is privately held, and is bootstrapped with no disclosed external funding.
mads firmographics
Firmographics- Name
- mads
- Legal name
- OOO MADS (ООО «МЭДС»)
- Website
- https://madscourses.ru
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- mads is a Moscow-headquartered online creative education school founded in 2011, serving aspiring and working creative professionals with six paid courses in art direction, strategy, marketing, and AI-assisted creativity, plus B2B corporate training across Russia, CIS, and Europe.
- Ownership category
- akta.pro rank
mads industry classification
Industry- Product category
- Creative Education
- NAICS
- Fine Arts Schools (61161), Professional and Management Development Training (61143), All Other Schools and Instruction (61169), Other Technical and Trade Schools (611519)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Innovation & Design Thinking Programs (EDAMAHAD)
- akta.pro secondary industries
- Talent Development, Competitions & Academic Pathways (Olympiads, Research, Early College) (EDAKALAI), Business Planning, Pitching & Competitions (Pitch Decks, Demo Days) (EDAMAHAB)
Keywords
Where mads is headquartered
LocationHeadquarters
- HQ city
- Moscow
- HQ country
- Russia
- HQ region
- Europe
Offices2 records
Markets served
mads business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Individual online courses: Students pay tuition for structured courses in creative fields (art direction, strategy, marketing, AI & creativity, concepting, etc.). Courses are offered in two formats: full online (live sessions + support + final project) and self-paced (recordings only). Pricing ranges from ~87,690 RUB to ~243,981 RUB per course depending on format and intensity.
- Free lectures and content: Free lectures serve as top-of-funnel acquisition. Some are brand-sponsored (e.g., mads x Phygital+). Career consultations are offered free-of-charge to generate course enrollments.
- B2B corporate training: MADS sells bespoke workshops, 'creativity gym' team training, and pop-up agency sprints to companies. Format options include standard workshops, custom curriculum development, and consulting-style engagements. A referral incentive (5000 RUB per recommendation) drives inbound B2B and individual leads.
- HR recruitment service: The HR service matches companies with creative talent from the MADS community, generating placement/service fees from employer companies seeking specialized creative hires.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Communication Strategy — full online course |
| Subscription | Monthly | Communication Strategy — self-paced |
| Subscription | Monthly | Marketing course — full online course |
| Subscription | Monthly | Marketing course — self-paced |
| Subscription | Monthly | AI & Creativity — full online course |
| Subscription | Monthly | AI & Creativity — self-paced |
| Subscription | Monthly | Brand Strategy — full online course |
| Subscription | Monthly | Brand Strategy — self-paced |
| Subscription | Monthly | Visual Communication / Art Direction — full online course |
| Subscription | Monthly | Visual Communication / Art Direction — self-paced |
| Subscription | Monthly | Creative Intelligence — online team-based |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
mads product offering
Product offeringCore offering
MADS is an international creative education school that sells paid online courses in creativity, marketing, strategy, and AI-assisted content creation — taught by 200+ practicing agency owners and industry award winners. The school also offers free lectures, career consultations, and B2B corporate training programs (workshops, creativity gym, pop-up agency sprints, and HR recruitment matching) to companies seeking to upskill creative teams or hire graduates.
Product overview
mads is an international creative school offering online courses in creativity, marketing, and strategy. The portfolio includes major paid courses (AI & Creativity, Brand Strategy, Creative Intelligence, Marketing, Communication Strategy, Visual Communication) alongside free lectures covering topics like AI design, brand strategy skills, conceptual thinking, and creative direction. Additional offerings include career consultations and B2B corporate training services. The school operates as a comprehensive educational platform with individual courses, free content library, and enterprise solutions.
Differentiator
Problem solved
Functional benefit
Products and services
- AI & Creativity Course (ai & creativity: как создавать контент с помощью ai) Practical online course on using neural networks (GPT, DeepSeek, and other AI tools) for content creation, covering text, image, and video generation for creative projects. Delivered in full online (live sessions, curator support, final project) and self-paced (recordings only) formats. Pricing ranges from ~89,790 RUB to ~204,589 RUB depending on format. Authored by Sasha Adueva.
- Brand Strategy Course (бренд-стратегия: как разрабатывать сильные стратегии, которые будут работать) Online course on developing brand strategies that work for business, with practical skill development under professional supervision. Delivered in full online (191,862–243,981 RUB) and self-paced (98,790–111,863 RUB) formats. Instructor Vika Kireichenko.
- Creative Intelligence Course (креативный интеллект: инструменты креативного мышления для решения задач в карьере, проектах и бизнесе) Team-based online course on creative thinking tools for solving professional tasks in career, projects, and business development. Pricing from ~186,867 RUB to ~220,456 RUB total (22,045 RUB/month).
- Marketing Course (маркетинг: от разработки и продажи стратегии до реализации рекламной кампании) Comprehensive marketing course covering strategy development, sales, and advertising campaign implementation with practical experience. Delivered in full online (154,290–185,723 RUB) and self-paced (87,690–112,846 RUB) formats. Instructor Alina Shcherbinina.
- Communication Strategy Course (коммуникационная стратегия: научим мыслить и действовать как топовые стратеги) Online course teaching strategic thinking and action aligned with top industry professionals, covering market analysis and audience insights. Delivered in full online (82,140–110,863 RUB) and self-paced formats. Instructor Victoria Kireichenko.
- Visual Communication / Art Direction Course (визуальная коммуникация: как стать сильным арт-директором) Online course for designers and creative professionals to develop visual ideas and lead creative teams as art directors. Delivered in full online (185,370–208,720 RUB) and self-paced (99,640–132,844 RUB) formats. Instructor Ekaterina Borodina.
- Career Consultation for Creators (карьерная консультация для креаторов и тех, кто хочет им стать) Free online consultation service for individuals seeking to enter or advance in creative careers, covering topics like career entry, transition from client-side to agency, specialization change, and growth within top agencies. Conducted by MADS co-founder Arina Avdeeva.
- Free Lectures and Educational Materials (бесплатные лекции и материалы) Library of free lectures, competitions, internships, and educational resources covering creative industry topics such as AI design, brand strategy, conceptual thinking, creative direction, and campaign planning. Served as a top-of-funnel acquisition channel for paid courses.
- B2B Corporate Training (b2b корпоративное обучение) Corporate training programs for businesses including bespoke workshops, 'creativity gym' custom team training, pop-up agency (48-hour creative sprints with graduates and curators), and HR matching services to recruit creative talent from the MADS alumni community. Over 450 workshops delivered across Russia, CIS, and Europe with 30,000+ students trained.
Quantifiable outcome
- 80% of students find work immediately after course; 15% during studies (95% employment rate)
- +2 more outcomes
Companies that use mads
Customer profileNamed customers18 records
Segments6 records
Ideal customer profiles2 records
mads technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
mads partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered minor and core.
- ITSALIVEminorAnimation studio of virtual avatars and mascots. Partners with MADS on the AI & Creativity course, contributing guest content and project collaboration for student work.
- BBDOminorBBDO serves as a content partner for the AI & Creativity course, with agency professionals contributing guest lectures and project collaboration.
- Phygital+minorPartner on the 'Marketing with AI' free lecture (mads x Phygital+), expanding reach to Phygital+'s professional audience.
- Petrick (animation studio)minorAnimation studio contributing guest speakers and project collaboration to the Visual Communication course.
- ONY (branding agency)minorBranding agency contributing guest speakers to the Visual Communication course on art direction topics.
- Synticate (computer graphics studio)minorCG studio contributing guest speakers to the Visual Communication course.
- CLAN (multidisciplinary design team)minorDesign team contributing guest speakers to the Visual Communication course.
- Sinners (full-cycle design studio)minorFull-cycle design studio contributing guest speakers to the Visual Communication course.
- Buddy (design and creative studio)minorDesign and creative studio contributing guest speakers to the Visual Communication course.
- Friends MoscowcoreFounded by MADS co-founders Arina Avdeeva and others. Exclusive creative partner of New York-based Droga5. Serves as primary talent source, placement partner, and co-creator of curriculum. A flagship hub within the MADS creative ecosystem.
- Droga5 New YorkcoreLegendary New York creative agency with exclusive partnership through Friends Moscow. Represents the school's most prestigious international connection, bringing global standards to Russian creative education.
- HR Angels (talent platform)coreTalent platform where MADS graduates are added to a creative talent database, enabling top agencies and companies to directly recruit MADS alumni.
Scale indicators9 records
Recent moves5 records
Expansion highlights6 records
mads competitors and assessment
Company assessmentDirect peers
- Hyper Island: International school for creative/leadership education offering courses in advertising, digital, and business. Comparable as a project-based, industry-relevant creative education provider with corporate training programs.
- Berghs School of Communication: Stockholm-based creative communication school offering programs in art direction, copywriting, and strategy. Strong direct overlap in curriculum, target audience (aspiring creatives), and industry-projects pedagogical model.
- VCU Brandcenter: Top-ranked US graduate program in branding/advertising/creative strategy. Comparable as a portfolio-driven creative education program with strong industry placement and faculty of practicing professionals.
- School of Communication Arts (London): London-based creative school founded by industry leaders with a project-based curriculum and strong agency placement focus. Directly comparable to MADS in positioning and outcomes.
- Miami Ad School: Global advertising creative school with campuses in Miami, Mexico City, and other cities. Directly comparable as a specialized creative/advertising education provider producing award-winning portfolio-ready graduates for top agencies.
Broad incumbents
- BrainStation: Global digital skills training company with courses in marketing, design, and AI. Comparable online-first education model with career outcomes focus, though serving broader digital skills market.
- General Assembly: Large-scale global education provider (now part of Adecco) offering courses in tech, design, and business. Overlaps with MADS in digital marketing, design, and career-focused course offerings, but at much broader scale.
Emerging players
- IDEO U: Online creative leadership and design thinking education platform from IDEO. Comparable in teaching design thinking and creative problem-solving, with more enterprise/B2B orientation and global brand.
Others
- D&AD (New Blood Awards): Global creative industry body running awards and New Blood talent competitions that MADS students actively participate in. Comparable as adjacent industry ecosystem that validates MADS graduates' work.
Regional players
- British Higher School of Art and Design (BHSAD): Moscow-based creative/art education institution also serving the Russian market. Comparable regional peer in creative education, though with a more arts/fine arts focus than MADS's advertising/strategy orientation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
mads social profiles
Digital presencemads financial estimates
Financial estimateRevenue estimate
Valuation estimate
mads leadership team
Management profileNumber of profiles
Profiles4 records
mads funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
mads M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about mads
What does mads do?
MADS is an international creative education school that sells paid online courses in creativity, marketing, strategy, and AI-assisted content creation — taught by 200+ practicing agency owners and industry award winners. The school also offers free lectures, career consultations, and B2B corporate training programs (workshops, creativity gym, pop-up agency sprints, and HR recruitment matching) to companies seeking to upskill creative teams or hire graduates.
Is mads a public or private company?
mads is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was mads founded?
mads was founded in 2011. It employs 11 to 50 people.
Where is mads based?
mads is headquartered in Moscow, Russia, in the Europe region.
How does mads make money?
Four revenue lines are on record. Individual online courses are the primary driver. The others are free lectures and content, B2B corporate training and HR recruitment service.
Who are mads's main competitors?
Direct peers on record are Hyper Island, Berghs School of Communication, VCU Brandcenter, School of Communication Arts (London) and Miami Ad School. Broad incumbents are BrainStation and General Assembly. IDEO U is listed as an emerging player. D&AD (New Blood Awards) is listed as an others. British Higher School of Art and Design (BHSAD) is listed as a regional player.
Does mads have an API?
No public API is recorded for mads.
What industry is mads in?
mads's product category is Creative Education. Its primary akta.pro industry code is EDAMAHAD, Innovation & Design Thinking Programs, with a secondary code of EDAKALAI, Talent Development, Competitions & Academic Pathways (Olympiads, Research, Early College). Its NAICS code is 61161 and its SIC code is 7372.