Mozaika Holding: 8 Years in the Advertising Business

Founded in 2008 by two childhood friends and classmates, Salome Kobaladze and Anna Chodrishvili, Mozaika is one of the leading companies in today’s advertisement sector.

Mozaika Holding is celebrating its eight-year anniversary this September.

GEORGIA TODAY spoke with the founders, Anna and Salome, to discover more about their experience of working in the sphere, and the story of their success.

How did you start out on this successful venture?

Salome: As childhood friends, our decision to enter the advertising business with a new venture was built on a mutual trust. We share the same values, and see things from the same perspective. Although we may seem very different, our attitude towards work and our sense of responsibility is something we have in common.

Ana: Alongside trust, professionally, we had both worked in advertising. I had extensive experience in sales, and in working with clients, which I believe is essential for this industry, while Salome was skilled in management matters.

Salome: Starting your own business ultimately means you have to be responsible. You have to realize that it’s not a hobby, as it’s often seen. Being in charge of your own company is tremendously demanding, needing your 24/7 full involvement and attention. We started with one credit card and a 1000 GEL loan, with which we paid our first office rent. In reality, we started our business from almost zero. We took a risk, which I think is something crucial when doing business. Of course, you have to analyze and try to foresee, but at the same time, it’s essential to take a risk.

Tell us about the projects you’ve worked on and any changes you would make had you the chance to do it over again

Anna: When we started out there were typical instances of incorrect time management and work overload, especially during the New Year period, which generally is very intense for advertising. Often we worked 24 hours a day without even leaving the office in order to meet our clients’ deadlines. But by the second year we were better prepared, we knew what to expect, and used additional human resources more wisely. Of our most successful projects, I’d highlight our recent four day team-building event that for the first time in our company’s history was held outside Georgia, in Greece. The experience of managing an event outside our country was quite new for us.

What do you think the Georgian advertising industry needs for its betterment?

Salome: First and foremost is the quality of product and service. There are many advertising companies in Tbilisi and almost all of them have similar services to offer, but the most important factor here is quality.

Anna: What we often see is a lack of quality, dictated by low prices from certain companies. This usually results in a low quality final product. For us, quality is vital. Each project we handle and execute is supervised by an assigned account manager who is fully in charge of it from start to finish. Although our prices are not at all low, our clients do know that at Mozaika they are guaranteed to receive the best service and product available.

Your company has an impressive portfolio of advertising services (branding, design, publishing and events) which naturally means a dynamic, somewhat stressful workday. How do you deal with that stress?

Anna: At first there were only four of us and now we have almost 30 people working for the company. We were dealing with problems more emotionally when we started, and there is still a certain amount of stress involved. But we delegate more, which doesn’t mean we’re not aware of every step of the work done. If there’s a major decision to be made, we’re there.

How would you describe your management style?

Salome: I don’t think we’re tough bosses: our company is very friendly, all of us are friends, but on the other hand, when it concerns work, friendship is put aside.

Anna: We’re often told that it feels very comfortable to work in Mozaika. We aim to be loyal and less bureaucratic, which is perhaps made easier by the fact that it’s still not a very big company in terms of staff. But we’re planning to expand our business in the near future and add more people to it accordingly.

What is it that distinguishes Mozaika from others in the sector?

Salome: Every year we add something new, we try to introduce new services to our clients. By the end of the year we’ll have more services to offer. We’re working on it now.

Anna: Last year we started event management, which turned out to be an extremely successful addition to our company’s portfolio.

What is your advice to someone planning a startup?

Salome: If you want your business to be successful, you should be totally engaged in it, no one is going to do anything for you. Running your business and doing something simultaneously in between is unrealistic and you should be responsible for each and every step you take. Risk is a must, and even if you fail at first, you should try nevertheless.

Anna: Plus, having at least some knowledge if not comprehensive one of the field you wish to start your business in, is, I think, imperative. You should also choose your business partner wisely, to avoid possible conflicts and complications.

Salome: You and your partner should have the same vision of things, the same attitude towards the business you plan to do together.

How do you see yourself in 10-20 years?

Salome: I see myself as an owner of a big, successful company, with more services and directions added.

Anna: It may be a slightly different field, too. I would say we can see ourselves in every sphere that has service in it!

Nino Gugunishvili