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Mamamia evolves from startup with influencer agency and new site

Levigne said the influencer market in Australia is murky and believes Mamamia can create a tool that delivers more transparent reporting, which he hopes will overcome some of the  controversy surrounding the channel. “We saw the same thing that’s happening with influencer marketing that happened when digital marketing became more vogue in 2008. Back then, genuine measurement was starting to become more important but it wasn’t available so there were plenty of cowboys in the market who were building nonsensical network plays with large numbers that weren’t valuable,” he said, speaking to AdNews. “We’re obsessive on ROI for clients we understand transparency as the pressing issues keeping clients up. We recognise clients feel like they are getting something positive from influencers, but no one’s measuring it right and that’s what we’re going to do.” Tony Prentice, who recently joined Mamamia as chief revenue and operations officer, presented a new premium advertising proposition, called M+, at the event to a room of media execs from GroupM, Publicis and Hyland Media. M+ will offer select advertisers the option of a long-term partnership with the media company across its suite of its assets, from podcasting to social media. 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.

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