News Corp Australia has consolidated its content and production capabilities, bringing Visual Domain under the leadership of Nick Smith to scale its video offering for advertisers.
The integration places Visual Domain alongside Medium Rare Content Agency and Storyation, creating a combined proposition spanning strategy, audience insights and production at scale.
Under the restructure, Smith will lead all three agencies, with the aim of aligning creative production with data-led content strategy.
Visual Domain clients will gain access to Medium Rare and Storyation’s strategic services, including audience research and integrated campaign development, while existing clients across those agencies will be able to tap into scaled video production.
The business said Visual Domain will continue to support News Corp Australia’s broader commercial and agency portfolio.
Leadership reshuffle supports integration
The move is supported by two senior appointments: Chantelle Love is promoted to General Manager of Creative Production across the integrated group, and Sarah Worthington steps into the role of Group Commercial Development Manager at Visual Domain.
Love brings more than two decades of production experience across film, 3D, CGI and print, including senior roles in Paris working on campaigns for global luxury brands. She has spent the past three years at Medium Rare delivering work for clients including Coles, Qantas, L’Oréal and CommBank.
Worthington, who joined Visual Domain in 2024, has a background spanning commercial strategy, partnerships and revenue operations, including previous roles at PreviewMe and WeWork in the UK.
‘Unrivalled proposition’ for brands
Mike Connaghan said the integration responds to growing demand from marketers for end-to-end video capability.
“By bringing Visual Domain under Nick’s leadership alongside Medium Rare and Storyation, we’re creating a genuinely unrivalled proposition: production excellence turbocharged with strategic content marketing expertise.
“Our Future of Brand Content research shows 91% of businesses now use video as a core marketing tool, and brands need partners who can deliver both strategy and execution. This move gives brands everything they need to win with video.”
Smith said the shift reflects the increasing role of video across the customer journey.
“We’re evolving Visual Domain to be a true partner in creative production, while helping brands build comprehensive video strategies. We know from our Future of Brand Content research that 83% of marketers credit video with directly increasing sales.
“By combining Visual Domain’s creative production firepower with Medium Rare and Storyation’s content strategy and audience intelligence, every video we create is built to perform across the entire customer journey.”
The restructure underscores News Corp Australia’s push to strengthen its commercial content offering as video continues to dominate marketing budgets.
Main image: Chantelle Love, Nick Smith, and Sarah Worthington