Mamamia Upfronts launches new fashion, comedy and wellbeing podcasts, and a new brand platform

Mamamia has announced the further expansion of its prolific owned and operated podcast slate with three new shows, and also the launch of full service content agency ‘SQUAD.’

In a 30 minute Upfronts stream, Mamamia showcased it’s growing multi-format content and talent across verticals - including its Lady Startup ecosystem - wrapped up in a new brand platform ‘Nobody speaks to me like Mamamia.’

‘What Are You Wearing?’ is a new weekly fashion podcast, launching 14.10.21, co-hosted by leading stylist, and activist, Deni Todorović, and Mamamia’s Head of Lifestyle Tamara Davis. It’s already been snapped up by launch sponsor H&M.

Co-host Tamara Davis said: “Women are telling Deni and me the way fashion is covered needs a refresh. Less “farshun”, more real talk that cuts through the noise. We’ll be bringing our audience fashion tips and styling suggestions that work for her needs, and help her feel great about expressing herself through clothes. We’re going to do for fashion what Mamamia has done for beauty.”

‘Restart,’ coming January, is a new seasonal podcast hosted by actress Madeleine West. “After hitting restart on my life, women come up to me all the time asking how, and what next?” said Madeleine. “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 chart hit ‘Cancelled.’ Each episode of Lowbrow will be one of pop culture’s big celebrity stories, dissected by two co-hosts, one of its generation, the other not.

Fresh research conducted by Pureprofile (August 2021), and shared in its Upfronts, ranks Mamamia #1 amongst Australian media brands across a range of audience needs, including: “Tells it like it is, no BS, no agenda;” “A candid voice;” “Offers a funny take on pop culture and entertainment;” “Makes beauty and skincare easy to understand;” “Feels like I know the (podcast) hosts personally.”

Rob Farmer, Mamamia’s Group Director of Marketing & Partner Solutions, said: “‘Nobody speaks to me like Mamamia’ is a long term platform grounded in what is distinctive about the Mamamia experience for women - this study provides the latest evidence. 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 in parallel to audiences today, with 60” and 6” online videos, social creative, display, and articles on mamamia.com.au.

Mamamia’s other major Upfronts announcement is the evolution of social content and management agency, Social Squad, to full-bodied all-media content agency SQUAD, by popular demand.

SQUAD 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.”

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.