2015 has been a year of major expansion for Mamamia Women’s Network, with the company’s launch of Debrief Daily earlier in the year. Now the female-friendly digital platform is rebranding its parenting site iVillage, renaming it as The Motherish effective as early as this weekend.
The name change is largely due to licensing laws: the iVillage brand is currently licensed out of the USA. The website’s new name (and expected updated design) means the property and its profits are now owned by the Mamamia group in its entirety.
The website’s editor Alys Gagnon told Adnews the rebrand should also assist in creating a stronger identity for the site, and make its intended audience much clearer. “The idea of iVillage isn't really easy communicated. So we really feel that The Motherish is a much better description of the community that's built up around iVillage Australia. We're excited about what that will do for us,” she says.
At present, there are no content changes planned, with Gagnon explaining: “We'll very much keep the content as it is at the moment”. On the future, she adds: “Obviously there's an eye for further growth, we've had strong growth recently with strong performance on brand, there's definitely room for growth.”
