Qulture

What Qulture does

Qulture, founded in 2010 by Quynh Mai, is a privately held digital creative agency that advises fashion, beauty, and luxury brands on building presence in what it calls the 'Digital Second Space' — the online layer where culture, creators, and technology intersect. Its stated offering spans brand strategy, cultural intelligence, creative storytelling, influencer marketing, and experiential activations, with named clients including Sephora, Nike, Google, H&M, L'Oréal, Ferrari, and Uniqlo. The H&M Agency of Record mandate for the 2024 Expansion Program, which delivered store-opening activations (3,500+ claw machine interactions, 2,500+ photobooth sessions), illustrates the experiential production component. The company maintains no proprietary technology platform; its primary asset is founder-led cultural expertise, a published thought leadership library, and a 3,800+-subscriber community called The Qulture Club.

The business model is project-based and retainer professional services with undisclosed, bespoke pricing per client. GTM is enterprise-direct, driven by thought leadership in Fast Company, Business of Fashion, Forbes, CNBC, WWD, and Bloomberg TV, plus founder speaking at Fashion Tech Forum, Melbourne Fashion Week, Advertising Week, EY's Strategic Growth Forum, and Adweek events. In 2024 Qulture joined MA+Group, a consortium of specialist agencies serving fashion, beauty, and luxury clients, which is the most significant structural move on record. The firm operates through two legal entities — Moving Image & Content Unip LDA in Portugal and Moving Image and Content Inc. in the United States — with disclosed service geographies spanning the US, UK, France, Sweden, and Portugal. No revenue, headcount, or funding data is publicly disclosed.

Name

Qulture

Legal name

Moving Image & Content Unip LDA

Website

https://qulture.agency

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Qulture is a privately held digital creative agency, founded in 2010, that advises fashion, beauty, and luxury brands on cultural strategy, influencer marketing, and experiential activations. Founder Quynh Mai leads the firm, which is a 2024 member of the MA+Group consortium.

Ownership category

akta.pro rank

Product category

Creative Agency Services

NAICS

Advertising Agencies (54181)

SIC

Services-Advertising Agencies (7311)

akta.pro industry

PRIMARYMPAAAAAB

Creative Boutique Agencies

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Advertising Agencies (Full-Service/Creative)

SECONDARYMPAAAAAH

Shopper/Commerce Creative Agencies (Retail & Marketplace Creative)

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Advertising Agencies (Full-Service/Creative)

Keywords

• Creative agency services
• Brand strategy
• Cultural intelligence
• Influencer marketing
• Digital content strategy

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Strategic Creative Agency Services: Qulture provides strategic creative services to help brands build presence in digital culture. Services include brand strategy, cultural intelligence consulting, content creation guidance, and campaign development for fashion, beauty, and luxury clients.

Go-to-market motion3 records

Distribution channels1 record

Marketing channels6 records

Core offering

Qulture is a digital creative agency that helps fashion, beauty, and luxury brands build presence in the "Digital Second Space" through brand strategy, cultural intelligence, creative storytelling, and influencer marketing. The agency delivers agency-of-record engagements and strategic consulting projects, producing campaigns, activations, and content strategies for clients such as Sephora, Nike, Google, H&M, L'Oréal, Ferrari, and Uniqlo.

Product overview

Qulture is a digital creative agency founded in 2010 by Quynh Mai, providing brand strategy and creative services focused on the 'Digital Second Space' - the online layer where culture, creators, and technology intersect. The agency helps brands build presence that resonates, earns trust, and drives lasting loyalty through cultural intelligence, creative storytelling, and influencer strategy. Qulture's primary offering is its agency services, supplemented by thought leadership content through its newsletter (read by over 3,800 marketers and brand leaders) and The Qulture Club events series featuring industry panels. The agency has worked with clients including Sephora, Nike, Google, H&M, L'Oréal, Ferrari, and Uniqlo, and has won awards including Clio Awards, Hermes Creative Awards, and Webby recognition.

Differentiator

Problem solved

Functional benefit

Products and services

• Qulture Agency Services Digital creative agency services helping brands thrive in the Digital Second Space through brand presence strategy, cultural intelligence, creative storytelling, and influencer marketing. Served enterprise clients including Sephora, Nike, Google, H&M, L'Oréal, Ferrari, and Uniqlo.
• The Qulture Club Events Series Events series hosted by Qulture bringing together industry insiders for panels and networking around cultural and marketing topics, including the 'Fragrance Secrets' panel discussions. Functions as a community engagement offering associated with the Qulture brand.

Quantifiable outcome

• Newsletter reaching 3,800+ marketers and brand leaders
• +1 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• MA+GroupflagshipStrategic or Co-development PartnerQulture has officially joined MA+Group, a consortium of specialist companies dedicated to providing innovative creative solutions to fashion, beauty, and luxury clients worldwide. This partnership allows Qulture to expand global reach and capabilities while maintaining commitment to culturally relevant solutions for clients. Quynh Mai, CEO and Founder, stated the partnership enables expansion while preserving their innovative approach.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• GALE (Gallagher & Associates / GALE): GALE is a creative agency purpose-built for brands, with deep fashion, beauty, and retail commerce expertise. Direct comparable in vertical specialization and integrated commerce creative work for brands like H&M-adjacent retail.
• Huge: Huge is a digital experience agency serving enterprise brands with integrated creative, commerce, and experience design. Comparable in digital-first enterprise brand work, though with broader commerce capabilities.
• Anomaly: Anomaly is a creatively led, full-service agency with strong fashion, beauty, and luxury portfolios and integrated commerce capabilities. Directly comparable to Qulture as a boutique-style creative shop serving similar enterprise CPG/luxury clients.
• 72andSunny: 72andSunny is a creative agency with strong cultural-marketing and brand-experience work for fashion, lifestyle, and entertainment clients. Comparable boutique-ish scale and cultural-strategy emphasis.
• Mother: Mother is a creative boutique agency known for culturally resonant campaigns across fashion, lifestyle, and consumer brands. Closely mirrors Qulture's boutique creative positioning and founder-driven identity.
• R/GA: R/GA is a digitally native creative agency with strong fashion/beauty/luxury work and emphasis on emerging technology and brand experience. Comparable in 'Digital Second Space' cultural-and-tech intersection thesis.
• Mekanism: Mekanism is an independent, creatively driven agency with cultural-marketing focus and experience with consumer brands. Comparable boutique structure and cultural-strategy positioning.

Broad incumbents

• Edelman: Edelman is a global communications and creative agency with deep fashion, beauty, and luxury practices and influencer/cultural strategy offerings. Comparable in cultural intelligence and brand strategy services to enterprise clients.
• Droga5 (Accenture Song): Droga5 is an award-winning creative agency now part of Accenture Song with luxury, beauty, and tech clients. Comparable creative quality; broader scale and resource base than Qulture.
• Wieden+Kennedy: Wieden+Kennedy is a globally established creative agency with marquee fashion and brand work. Comparable creative excellence and cultural authority but operates at significantly larger scale than Qulture.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/qulture-agency

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Qulture