MADS

Based in the vibrant cultural landscape of Paris, France, MADS is a communications and press relations agency founded in January 2025 by Marina David and Adélaïde Stephan. Operating from the historic 6th arrondissement of Paris, the agency was established to serve the specific needs of the art and culture sectors. Paris, as a global hub for art fairs, galleries, and auction houses, provides a natural backdrop for an agency focused on this niche. MADS enters the market at a time when cultural institutions and art market players increasingly seek specialized, tailored communication strategies rather than one-size-fits-all approaches.

What MADS Does

MADS specializes in public relations and communications, with a particular emphasis on press relations. The agency offers a 360-degree communication strategy, meaning they handle everything from media outreach to broader communication planning for their clients. Their approach is described as sur-mesure (custom-made) and qualitative, focusing on high-touch, personalized service rather than volume. This bespoke methodology is particularly suited to the art world, where each client—whether a gallery, an art fair, or an auction house—has a distinct identity and audience. MADS works to define and deploy strategies that align with each client's specific goals, leveraging their deep understanding of the art market's unique rhythms and media landscape.

Who They Serve

MADS serves a range of clients within the art and culture ecosystem. Their clientele includes art fairs—both for ancient and contemporary art—as well as galleries, auction houses, foundations, art centers, and even the famous Marchés aux Puces (flea markets) of Paris. This broad spectrum indicates that MADS is comfortable working across different segments of the art world, from the high-end auction circuit to more accessible, public-facing cultural venues. By focusing exclusively on art and culture, MADS positions itself as a specialist agency that understands the specific communication challenges and opportunities in this sector, such as the need for precise media targeting, the importance of cultural criticism, and the value of building long-term relationships with journalists and critics.

Expertise and Services

While MADS is a young agency, its founders bring experience and a clear focus. Their services are likely to encompass the following areas, based on their stated specialization in press relations and 360-degree communication:

• Press relations and media outreach for art fairs, gallery openings, and exhibitions
• Strategic communication planning and campaign management
• Content creation, including press releases, media kits, and editorial materials
• Media monitoring and reputation management within the art and culture press
• Event communication support for vernissages, auctions, and cultural events
• Digital communication strategy, including social media management for art institutions
• Brand storytelling and positioning for galleries and cultural spaces

Given their location in Paris, France, MADS is well-placed to connect clients with the country's leading art journalists, critics, and cultural influencers. The agency's deep roots in the local art scene allow them to navigate the specific codes and expectations of the French cultural media landscape, which can differ significantly from other markets.

MADS is a strong fit for any art market player seeking a dedicated, specialist agency that understands the nuances of cultural communication. Whether you are a contemporary gallery looking to increase visibility for a new artist, an auction house preparing for a major sale, or a foundation planning an exhibition, MADS offers the tailored, qualitative support needed to stand out in Paris's competitive art scene. Their focus on press relations and 360-degree communication makes them a valuable partner for clients who value deep industry knowledge and a personalized approach over generic, high-volume PR tactics.