Georgie Nichols.
Women's publisher Mamamia, at its upfront event in Sydney, announced a partnership with AI-powered influencer marketing platform Fabulate to enhance its position in the creator economy.
The collaboration will offer brands the opportunity to connect with women via Mamamia's existing talent and expand campaigns through Fabulate's data-driven insights and technology. Mamamia reaches more than 7.5 million Australian women monthly across its platforms.
"Mamamia has always been at the vanguard of connecting brands with female audiences in authentic, creative and impactful ways. We were pioneers in the creator economy with deep roots cultivated over the last 18 years," said Mamamia chief revenue officer Georgie Nichols.
"We are thrilled to supercharge our offering to brands by partnering with Fabulate, leveraging their cutting-edge AI technology and expansive network of new creators. No matter the brand brief, we can deliver greater precision and performance for our advertising partners.
"By combining Fabulate's ever-expanding creator talent with the unparalleled trust Mamamia's existing talent bench holds with more than 7.5 million Australian women every month, we're setting a new standard for influencer campaigns — connecting content and conversion with an even more powerful tech backbone."
Fabulate has won the Australian Influencer Marketing Council Award for Best Influencer Marketing Technology two years running and is powered by its recently launched SparQ AI Suite, which provides brand safety, brand fit and audience overlap capabilities.
"Fabulate's mission has long been to make influencer marketing smarter, safer and more measurable," said Fabulate chief revenue officer Ben Gunn.
"We are excited about this innovative partnership with Mamamia. It reflects the current media landscape where brands are seeking relevance through working with trusted publishers while extending into the creator economy. It's a win-win for brands.
"Mamamia's deep understanding of its audience — Australian women — combined with their exceptional ability to create culturally relevant content, aligns perfectly with our technology-driven approach."
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