Mamamia & Amnet partnership provides exclusive access to Australia’s most powerful consumer: Women

Mamamia, Australia’s most influential women’s website, in partnership with Amnet, programmatic experts for Dentsu Aegis Network, has launched an exclusive strategic planning and programmatic offering in Australia. Dentsu Aegis Network clients now have exclusive access to data and insights that will transform the way brands market to 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. BROAD offers rich insights, strategic advice and content creation that helps brands to unlock the power of women. 

Altogether, this enables Dentsu Aegis Network clients to harness female influence and purchasing power, which is now considered one of the largest emerging markets on the planet with women responsible for 85% of household purchasing decisions. 

Indy Khabra, Managing Director at Amnet ANZ 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 & Partnerships at Amplifi, global investment and media management division of the Dentsu Aegis Network, commented: “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 client’s 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”. 

“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,” said Claire Harrison, Commercial Director at MWN. “We’re thrilled to partner with Dentsu Aegis Network and Amnet to enable leading brands to accelerate the relationship they have with women.”