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As part of M+, Mamamia will act as a “branded content studio” for clients, giving brands access to its audience to complete data and research projects and give them access to Mamamia talent. It will also enable advertisers to get involved with Mamamia’s new initiative that promises to send 1000 girls to school each day by 2020. While the initiative is supported by Mamamia’s business model and won’t ask for donations from brands, Levigne asked for partners to allocate more of their media budgets to Mamamia and as a result, be linked to the cause. In another bold sales initiative led by Prentice, Mamamia will let clients decide what they pay for the media company’s services if a campaign does not deliver on its objectives. “It’s time true partnerships are actually driven by real results and the balance, or the risk is reversed,” he said. As part of evolving the Mamamia brand, a new site is expected to be revealed this Friday which steps away from the bright, bold colours associated with the site and adopt a stripped back look. It also introduces new, bigger ad formats which Prentice said will drive greater viewability. Tony Prentice previously held roles at News Corp and APN Outdoor Mamamia has long placed its best on its burgeoning podcast work and promised to continue to grow this side of the business at its upfronts. Highlighting the power of its podcast network, Mamamia gave YouBeauty as an example of a podcast which has reached 65,000 listens in three weeks and bought in Estee Lauder as a launch partner. YouBeauty was originally destined to be a weekly podcast that would run for 12 weeks but after both commercial and audience interest Mamamia made the decision to take it to twice weekly. Lavigne is confident the podcast bubble won’t burst, but admitted commercialisation isn’t strong enough yet to base Mamamia’s business model purely on branded integration with its podcast programming.
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