Mamamia rebrands US website Flo + Frank as it shifts content strategy
Mamamia has re-badged its global platform Flo + Frank, renaming the offering Spring St as it pivots its content offering to focus on positive, uplifting, inspiring and inclusive content.
Speaking with Mumbrella, Mamamia managing director, Kylie Rogers, said there had never been a plan to rebrand the site.
“Mia and I went to the US in June and spent some time in New York with consumers doing focus groups, and spent some time with clients and agencies just talking to them about the state of the nation, the mood of women over there and what our competitors were doing,” she said.
Hmmm, sounds like things aren’t quite going to plan here. As recently as April this year they were talking up the launch of the Flo and Frank brand in US, boasting about the “fantastic traction” the brand was getting there (https://staging.mumbrella.com.au/mamamia-podcast-fake-news-story-us-expansion-357875). Now the brand has gone, the editor has gone (and what sort of nonsense is it to say that she was “never in it for the long haul”?), the ecommerce strategy has gone. All this just five months after the brand launched in the US. Maybe this apparent lack of direction or strategy is why they’re having such trouble holding onto senior staff..https://staging.mumbrella.com.au/series-of-senior-departures-hits-independent-publisher-mamamia-womens-network-307089
100% with you on that.
Flo & Frank was a dreadful name. Was the reference to periods and penises deliberate?