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Reading: Amnet & Mamamia Partner On New Planning & Programmatic Offering For Female Audiences
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B&T > Advertising > Amnet & Mamamia Partner On New Planning & Programmatic Offering For Female Audiences
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Amnet & Mamamia Partner On New Planning & Programmatic Offering For Female Audiences

Stephanie Makin
Published on: 9th June 2017 at 10:04 AM
Stephanie Makin
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Programmatic agency Amnet and Aussie women’s website Mamamia have teamed up to launch an exclusive strategic planning and programmatic offering in Australia that will give Dentsu Aegis Network clients exclusive access to data and insights on female audiences.

Leveraging bespoke data integrations, Dentsu Aegis Network clients can tap into Mamamia’s influential audiences both on and off MWN-owned properties.

Data-driven segments called Mamamia Mavens enable marketers to drive personalised messaging, optimise campaigns and discover incremental audiences and scale. Clients can also develop bespoke audiences in combination with Maven segments to meet specific campaign objectives.

Additionally, the newly-formed partnership provides priority access to BROAD, Mamamia’s communications agency that connects and accelerates the relationships that brands have with women.

Indy Khabra, managing director for Australia and New Zealand at Amnet, said: “Access to informative real-time insights and high-performing, highly relevant audiences enables our clients to activate smarter campaigns programmatically, achieving better results and lifetime value, ultimately helping brands create a better consumer experience for women.”

Simon Williams, group head of product and partnerships at Amplifi (the global investment and media management division of the Dentsu Aegis Network), said: “This is a market-first client solution in true partnership with Mamamia and BROAD.

“These unique solutions are not just advertising campaigns – they’re strategically sound blueprints that will accelerate our client’s relationship with women.

“The objective is simple: to provide our clients with an unprecedented understanding of and access to female consumers, coupled with the programmatic ability to create custom actionable personas and audience groups on and off Mamamia properties.”

Claire Harrison, commercial director at MWN, said: “By offering rich, data-driven insights to inform marketing and product strategy, BROAD and Mamamia provide a better understanding of behavioural trends and content consumption.

“We’re thrilled to partner with Dentsu Aegis Network and Amnet to enable leading brands to accelerate the relationship they have with women.”

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By Stephanie Makin
I'm a communications professional with six years' experience within the mining, renewable energy, advertising and media. With experience covering everything from media and PR, internal communications, CSR campaigns, and social media and digital strategy, I never tire of an opportunity to think creatively and find new ways to connect and engage with audiences. I enjoy a challenge and with a keen eye for branding and design, I take great pleasure in developing integrated communications strategies for the digital age, utilising all available channels with content and rich media to make every message as engaging as possible. By building brand ambassadors within the company and nurturing thought leadership content, I maximise the opportunities offered by owned channels to build brand recognition and foster positive reputation. I have experience in complex and issues-rich industries such as mining and renewable energy, and have an in-depth understanding of issues and crisis management and the considerations and sensitivities these entail, and how to work with multiple stakeholders to mitigate risk and ensure business objectives are met.

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