It is a year of news from Mahlab. With our 20th birthday celebrations just under our belt, we are delighted to announce the opening of our London office. We are also extremely happy to have won a major Content Marketing Association (CMA) Award in the UK overnight for our work with health fund HBF, where we have built a committed audience of thousands of new and expecting dads with Direct Advice for Dads.

Our founder and Managing Director Bobbi Mahlab mentioned: “We have been working with brands for the last 20 years to create and execute content strategies that deliver real business results. Our clients have asked us to bring this approach to their business in markets outside of the APAC region which our new EMEA office will allow us to do.”

Our London based office will be headed by one of our favourite sons, Giuseppe Bloom-Mangione who worked with Mahlab in Sydney for four years before returning to the UK in 2016.

“I am passionate about Mahlab. The team is made up of very talented editors, creatives, marketers and producers who are creating strategic, audience-led content programmes that are delivering outstanding results. I am very excited to be bringing the Mahlab approach to EMEA.”

Mahlab also said the Direct Advice for Dads programme that won the best non-retail consumer category at last night’s CMA awards was a great example of this work in action.

“We partnered with HBF Health in 2016 to help it build an audience among a key target demographic – young families. We launched our Direct Advice for Dads website on Father’s Day last year and in just over 12 months the site has had more than 1 million unique visitors. We have also built a very active community of almost 60,000 followers on Facebook who are sharing stories and seeking parenting advice.

“This is a great example of the purest form of content marketing, creating an audience for HBF with exceptional engagement results. We’re so thrilled that it was recognised at the CMA awards.”

If you’d like to get in touch with Giuseppe, you can contact him at [email protected]

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