Mamamia has announced the appointment of Howard Wilbury to lead its premium partner division M+.

Wilbury’s background spans both media owners and creative agencies, with stints at Channel [V], Westfield, DDB and M&C Saatchi. His most recent role was leading a full-service creative and production agency within the M&C Saatchi Group.

Tony Prentice, chief revenue and operations officer at Mamamia, said: “Howard is the perfect fit for Mamamia, and matching our high value partners with access to our proprietary content, social, creative and marketing IP.

“With his unique mix of commercial and advertising agency experience, Howard will make M+ the home of innovation and ROI for clients who want to reach Australia’s largest and most influential female audience.”

Mamamia co-founder and chief creative officer Mia Freedman added: “Howard’s depth and breadth of commercial experience, and the fact he is such a delightful person, are just two of the reasons I can’t wait for him to join us.”