Created after a decade of working for the world's most important media companies, Carving was built on the fundamentals of genuine interest in what makes a business successful and a love for the work of entrepreneurs who are taking risks and changing the world as we know it. 


About our founder:

Madis Kabash is a former Bloomberg News journalist, producer and a graduate of Columbia Journalism School. She started working in media in New York and continued through various iterations of the London based video team at Bloomberg News where she worked for 6 years. 

Her reporting experience ranges from documentaries and enterprise reporting on the invasion of Ukraine, the clamp down on internet freedom in Russia, assessment of the changing geopolitical sphere in post-Soviet countries and the state of the British and US economy in the after-math of the global pandemic. Working in breaking news, social video, steaming, short-form video, documentary, written features and on-camera reporting, she understands both the technical and the editorial side of financial and business media. Her work has been nominated for awards and has been frequently distributed across aggregate channels in multiple languages. 
 

Her interest in advertising grew from a fascination with how video can translate the work of a global newsroom for contemporary audiences. While helping teams at Bloomberg build their presence in an evolving media landscape, she developed a deep understanding of what works in today’s information economy — bite-sized content, efficient stand-out articles, and storytelling that captures attention and drives action.
 

This experience led her to work with brands across Switzerland, the United States, the United Kingdom, the UAE, and Kazakhstan. Her passion for the business of media, combined with a strong interest in how companies successfully enter new markets and achieve results, ultimately inspired the launch of her consulting company.
 

The approach is sculptural by design — carving narratives with precision and intent, shaping stories that resonate with wide audiences and deliver impact.

 
Madis is also a frequent moderator and public speaker in the City of London, previously leading the Bloomberg Women's Community at various institutions across the City of London with three years of helping to set Bloomberg's corporate D&I strategy. 
 
She graduated from Institute Le Rosey in Switzerland, has a BA in History from Queen Mary University of London and a Master of Science degree from Columbia Journalism School in New York City, speaks fluent Russian and is originally from Almaty, Kazakhstan.