Mia Powell launches MAMAMIA.

7 April 2026

Mia Powell has a wealth of experience from her time at both Prettybird and Caviar and by launching MAMAMIA, she will putting all that knowledge to excellent use.

MAMAMIA, which was launched by Mia Powell last month, aims to provide a different kind of sales model at a time when the whole industry can feel the impact of a shifting landscape. Powell, who has experience on working at agencies, is confident that the market is ready for MAMAMIA, and excited about the companies she's going to be working with.

Mia Powell has already come a long way, and she took the long way round. Raised on a diet of all the CSI variations on TV, she once had dreams of becoming a crime scene photographer, and went a fair way down that path before discovering how long it would take to provide her with the security she craved after an upbringing where financial hardship was often a factor.

After re-evaluating her life goals, she turned her attention to the world of advertising and landed a job at Iris where she was an account executive on Domino's. She liked the industry but strongly suspected she had ended up in the wrong part of the business, and spent most of her six months at Iris hanging out in the creative department.

“

Juliette created an environment where individuality was valued. I could turn up in PVC trousers and it was celebrated, not questioned.

”

Mia Powell            

This did not go down well with the department that employed her and, in her own words, she "basically made herself redundant". Next came a stint in new business at MullenLowe where she felt slightly more at home, but was told by one of the higher-ups that she was a square peg in a round hole.

By that stage, Powell had spent enough time in the industry to know which part of it was right for her and she reached out to the APA to see if there were any production company opportunities available. She was introduced to Juliette Larthe of Prettybird and finally found her space: "Juliette created an environment where individuality was valued. I could turn up in PVC trousers and it was celebrated, not questioned."

“

The model fits the moment. We’re time-poor, the market’s tight, and people need access to trusted talent quickly.

”

Mia Powell            

She found production-side to be more meritocratic. She was no longer asked where she'd gone to school, and found that, in production, "if you work hard and care about the craft, you progress."

And progress she did. With Juliette Larthe as her mentor, Mia Powell swiftly learned the ropes and became a formidable force in her own right. She moved on from PrettyBird to Caviar, where she got to see the inner workings of another highly successful operation.

Ambitious and charismatic, she was someone who seemed likely to start her own business at some point. And that point has arrived.

“

There’s a lot of the industry that doesn’t naturally access top-tier production companies. I create that accessibility.

”

Representing a selection of production companies is not a new idea. There have been a number of companies operating in this space over the years, and in America it is the standard sales model. The noticeable difference with MAMAMIA is the standing of the three companies on Mia Powell's opening slate.

RiffRaff, Love Song and Business Club are three of the most successful film production brands in the UK. Powell says that their individual strength is key to her proposition: "They don’t need the model to thrive. But collectively, they benefit from proximity. There’s value in the company you keep."

And she observes that "there’s a lot of the industry that doesn’t naturally access top-tier production companies. I create that accessibility. You never know where a great script will come from."

It's now a question of whether the UK is willing to embrace a proposition that feels closer to the US model than the other UK companies representing multiple companies, and Powell is confident that they will "once people see the value." She adds: "It’s not about disrupting relationships, just adding another layer. There may be some resistance, but it’s about awareness."

Mia Powell has an exceptional ability for raising awareness of her own brand, establishing a fine reputation as an expert moderator at festivals such as Ciclope, and she seems destined to do the same for MAMAMIA.

To learn more about MAMAMIA and to contact Mia Powell, visit the website.