Mamamia shifts brand strategy as new content launched
Chief content officer Zara Curtis at the Mamamia upfront (Mumbrella)
Women’s media network Mamamia is working to have its cake and eat it, positioning itself as a scale publisher while shifting to a “house of brands” approach that allows it to more effectively build and monetise different audiences.
At Mamamia’s upfront event in Sydney Tuesday, the company launched new content aimed at Gen X women (45 to 60-year-olds), parents and travellers among other audiences. It also announced a “strategic shift” that it says will de-emphasise the Mamamia brand in favour of the individual content verticals.
“[In the past] we’ve lent in really hard to the Mamamia brand, but we have incredibly powerful brands in You Beauty, Nothing to Wear, Out Loud, [and] that has created these smaller communities under the Mamamia umbrella,” Mamamia CEO Nat Harvey told Mumbrella in an interview before the event.
Nat Harvey in the Mamamia studio (Mumbrella)
