Medium Rare Content Agency is launching the independent branded content studio Rare Creative that will use insights and data to create premium editorial for high-value marketing campaigns including both client channels and targeted third-party networks.
Managing Director, Gerry Reynolds said: “We create audience-driven strategies for our clients’ owned channels, helping them engage customers, increase loyalty and drive sales.
“With the launch of Rare Creative, we are now extending our results-driven services to key advertisers, providing the same independent, creative thinking that works for our long-term clients.”
Medium Rare, COO, Fiorella Di Santo said: “From creating best-in-class native content to the introduction of targeted digital ad serving, programmatic sales, and branded event series, we have become more strategic in our responses to client briefs. And new services and opportunities keep on coming, particularly around data and amplification.”
Rare Creative will be lead by Paulette Parisi who has experience implementing innovative integrated campaigns that build long-lasting customer relationships from her time working at Scentre Group, Bauer Media and Medium Rare.
Parisi said: “Our focus isn’t on grabbing the audience’s attention for a split second, but rather on connecting brands to customers for much longer through the creation and distribution of relevant, credible and targeted content across their own channels – then using first-party data to extend the reach in the right environment,”
“Our independence, data and insights means we can recommend amplification where it works best – whether that be across Medium Rare’s client channels or relevant third party networks.
“Emotion is the key to driving brand loyalty. And stories are the greatest selling tool for brands. Our editors inject meaning into advertisers’ stories for which we can drive new audiences in engaged and positive environments.
“We have been successfully producing always-on content for some of Australia’s most iconic brands for five years. Rare Creative now allows us to offer our award- winning services to a wider client base.”
Medium Rare’s clients include Qantas, Coles, Bunnings, David Jones, Jetstar, Foxtel, the Australian Institute of Company Directors, Chartered Accountants ANZ, QantasLink and NSW Farmers.