Mahlab expands to Europe with new London office

Content marketing agency Mahlab is expanding to Europe, more than 20 years after its founding.

The company’s new London office will be led by the company’s first managing director for EMEA – Europe Middle East and Africa – Giuseppe Bloom-Mangione.

Mahlab has opened its doors in London, where it will focus on building its client base

Mahlab founder and managing director Bobbi Mahlab told Mumbrella the agency’s expansion came from client demand, an interest in growing the business and Bloom-Mangione’s capacity.

Bloom-Mangione spent four years with Mahlab locally as business development manager, and returned to the United Kingdom in 2016.

“He’s completely passionate about content marketing and about our business and brand and knows us inside out,” Mahlab said of the appointment.

“The push from clients and the opportunity with having someone who’s so representative and has so much knowledge of our brand and content marketing, are great reasons to start the business there.

“He’s been immersed in content marketing for years now and has been really instrumental in some of the thinking that’s gone into some of the work that we’ve done, including the work that’s winning the awards all over the world – Direct Advice for Dads.”

Commenting on his appointment, Bloom Mangione said: “I am passionate about Mahlab. The team is made up of very talented editors, creatives, marketers and producers who are creating strategic, audience-led content programmes that are delivering outstanding results. I am very excited to be bringing the Mahlab approach to EMEA.”

Bloom-Mangione is currently building the client base for the agency in London. Mahlab told Mumbrella differentiation shouldn’t be a problem and said with 20 years of experience, the agency knows its strengths.

“The focus of Mahlab is and has always been about doing great work that helps clients achieve business goals. All our growth strategies are based on achieving those results. Being 20 years in business means that we know who we are and we know where our strengths lie,” she said.

Asked whether Mahlab would look to sell her business, she added: “Someone once told me that the best way to run a business is to run a business where someone always wants to buy it because it’s good, delicious to other parties. So that’s always been my modus operandi to run a really good business. That’s my answer.”


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