Mamamia Upfronts: new content agency Squad, new content and a new brand platform

In an upfronts stream, Mamamia today showcased it’s growing multi-format content offering and talent across verticals – including its Lady Startup ecosystem – wrapped up in a new brand platform, ‘Nobody speaks to me like Mamamia’. 

Mamamia’s other upfronts announcement is the evolution of its social content and management agency, Social Squad, to a full service end-to-end content agency, Squad.

Squad is already developing content for a number of regular Mamamia advertisers, and is in talks with new B2B partners on podcast and written projects.

Also announced was What Are You Wearing? is a new weekly fashion podcast, which launches 14 October 2021 and co-hosted by stylist, Deni Todorović, and Mamamia’s head of lifestyle, Tamara Davis. The podcast has already locked in its first sponsor, clothing retailer, H&M.

Restart, coming January 2022, is a new seasonal podcast hosted by actress Madeleine West, who commented: “After hitting restart on my life, women come up to me all the time asking how, and what next? I’ve been talking to all kinds of incredible women about starting over – whether that’s after illness, a break-up, a loss. There are armies of women out there wanting change. This is where Restart comes in.”

Lowbrow, will see Mamamia venture further into comedy podcasting, after its original podcast Cancelled. Each episode of Lowbrow will cover one of pop culture’s big celebrity stories, dissected by two co-hosts, one of its generation, the other not.

Mamamia’s group director of marketing and partner solutions, Rob Farmer, said: “‘Nobody speaks to me like Mamamia’ is a long term platform grounded in what is distinctive about the Mamamia experience for women. We’re focused on maintaining the position. The Glue Society and Revolver have been excellent partners for us to develop the platform with, and its expression.”

The brand work launches with 60 inch and 6 inch online videos, social creative, display, and articles on

On the Squad front, general manager, Jacqui Capel, said: ”We’ve been developing strategic content effectively for two years for brands, tapping into our social media and influencer expertise, so expanding into owned podcasts, written, and video was a natural next step. No other content agency can tell you as sharply what is working to connect with customers right here and now, because this deep audience engagement insight is how we’ve built Mamamia.”

Mamamia’s podcast, Mamamia Out Loud, won Best Podcast (Series) at the 2021 Mumbrella Publish Awards.

In April, Mamamia launched subscription product MPlus, promising readers additional premium content and closer connections to the business’ podcast hosts, writers and talent.


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