Mamamia launches US site Flo & Frank, partnering with Aegis for native content

Mamamia has launched its US website Flo & Frank in beta test mode, with the site featuring a dedicated e-commerce presence and a noticeable lack of traditional display ads.

Flo & Frank, which is led by Sarah Burden-Brown, is split into six content offerings including Time, Work, Money, Love, Family and Home.

Flo & Frank 1


In a welcome note on the site, Bryden-Brown explains the website has partnered with ad agencies Wunderman in New York City and Aegis in Sydney, which will provide branded content for the platform.

“You will also notice we don’t have any display ads on Flo & Frank (yay), that’s because we think they make for a crappy Internet. Instead, we have partnered with Wunderman in NYC, and Aegis in Sydney, to bring you content we’re proud to create and produce with favored brand partners,” she wrote.

She also said that during the site’s beta phase users can access six content categories delivered to their phone or email with an emphasis on articles, video or podcast.Flo & Frank

“During our beta phase — which we’re so glad you’re part of because without you we won’t know what’s not working — we’re offering the choice of six content categories that will arrive via email or to your phone at the time(s) of the day you select, via three styles of delivery — articles, video and podcast. Plus, every page on Flo & Frank has a shopping section that relates to the content.

“Our offering is split between our editor’s-eye style of curation of the internet — as it relates to your choices — and our own original video content. Every piece we curate and FLO through to you has our FRANK point of view attached. We give you words for your feelings. Thoughts for your head. And shopping, always and shopping,” she wrote.

Mamamia announced its US expansion plans in April last year, naming Bryden-Brown as as its US lead in July.

The site boasts an e-commerce platform, which links to Bryden-Brown’s platform which connects makers of products with “tastemakers” who run curated shops.

Flo & Frank 2

At its upfront event at the end of last year, Mamamia revealed it would have no traditional display ads; however, managing director Kylie Rogers said Mamamia wasn’t in a position to roll out a similar strategy locally.  It also said the site would be launched in February.


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