Mia Freedman's curious PR strategy after son's boost to CEO
When Luca Lavigne was appointed CEO of Mamamia at age 28, the media company his mother Mia Freedman founded, a familiar pattern emerged: influential journalists quickly rallied to the family's defence.
The appointment prompted discussion on the Chat 10 Looks 3 podcast's Facebook page, but host Leigh Sales shut down the conversation, citing her friendship with the Freedman family. Co-host Annabel Crabb shares similar connections to the media dynasty.
Inside the company, sources indicate Lavigne's track record as chief operating officer speaks for itself. He oversaw Mamamia's transformation from a clickbait-focused operation into a subscription-first business model, demonstrating capabilities that extend beyond his familial connections.
The Friends of Mia network
Over the years, a clear pattern has developed whenever controversy touches Freedman or her family. Members of what observers call the 'Friends of Mia' club instinctively defend against criticism, however mild.
One veteran of journalism and television, who criticised the flattering portrayal Freedman received in the Binge series Strife, noted:
Over the years, every time there's a Mia yarn, there's a rush to her defence, like 'nothing to see here'.
The pattern manifested during the legal dispute over the Vaucluse mansion and when the office romance between Lavigne and now-wife Jessie Stephens became public. Stephens later admitted the relationship
probably was unprofessionalwhen it began.
Strategic announcement management
The CEO appointment was carefully orchestrated. Mumbrella was selected as a neutral platform for the announcement, with Lavigne preemptively addressing criticism by openly acknowledging his privileged position as the founder's son.
Staff were informed shortly before Mumbrella published the news, minimising potential leaks. When criticism inevitably followed, Sales entered the debate, arguing that
a million male-run family businesses end up with sons or daughters running them and it passes barely remarked.
Coincidental timing
The most fortuitous media coverage wasn't reactive at all. In April of the previous year, News.com.au columnist Annette Sharp reported that Lavigne was earning $300,000 annually as chief operating officer, sparking critical coverage and internal concern. The claim was later denied by Mamamia and retracted.
By month's end, however, Freedman and daughter-in-law Jessie were discussing
the family business of Mamamiain a warm interview with Sarrah Le Marquand for Stellar, News Corp's Sunday magazine. While it appeared to be adroit reputation management, the interview had been conducted before Sharp's story broke.
Lavigne replaces outgoing CEO Natalie Harvey in the role. Having friends willing to speak up on your behalf is hardly suspicious in any industry, but the consistent pattern of defensive reactions whenever the Freedman family faces scrutiny reveals a well-established network of media support that extends beyond ordinary professional courtesy.
