Sido Kitchin has been announced as the general manager of Medium Rare Content Agency’s New Zealand operations.
In the new executive role, she will be tasked with overseeing strategies, services and deliverables for existing clients and overseeing the company’s business in New Zealand based on her understanding of the local market, audience and advertisers.
Kitchin has more than 30 years of experience which include roles as editorial director at Bauer Media NZ, group publisher at School Road Publishing, which she helped launch in August 2020, and was the founding editor of Woman magazine until October 2021.
Managing director Gerry Reynolds said of her appointment: “Medium Rare has rapidly become a thriving content agency in Australia by helping iconic brands become their own publishers. Our focus now lies in translating our insights and experience into the New Zealand market. We have a foothold already through several partnerships, but now is the time for growth.
“We are delighted that Sido will lead this next chapter for us. We are a business built on talent and Sido’s reputation precedes her. She is a highly respected creative who is fully immersed in the New Zealand media and business landscapes. She’s ideas-driven, results-focused and a born leader. She’s eager to begin working hand in hand with current and future clientele who will immediately reap the benefits of her extensive experience, strong relationships and editorial vision,” he said.
Kitchin commented on her new role: “I’ve been in awe of Medium Rare for the past seven years, and I’m seriously proud to join the business. I’ve watched this innovative company deliver incredible results for leading brands through audience insights, intelligent content strategy, top quality content creation and exceptional client service.
“My big passion is connecting audiences and advertisers through the power of great storytelling on multiple platforms, driving conversations and brand loyalty through trusted and engaging content. I get a thrill out of leading talented teams who can deliver integrated media solutions that solve business challenges for commercial partners. So Medium Rare is the place I want to be.”
Kitchin’s media career has included working for TVNZ, South Pacific Pictures, Channel Seven, ACP Media, New Zealand Magazines and Bauer Media NZ.
Until April 2020, when Bauer NZ closed its doors, she was editorial director of Mass Women’s Titles, including Woman’s Day, New Zealand Woman’s Weekly, Australian Woman’s Weekly and Lucky Break.
Medium Rare was founded in Sydney in 2014 as a full-service content marketing agency, where its client base now includes such leading Australian brands as Coles, Qantas, David Jones, Foxtel, Officeworks and Australian Seniors.
It was named APEC Content Marketing Agency of the Year at the Content Marketing Summit Asia in both 2020 and 2021.
Medium Rare was incorporated in New Zealand in 2019 and has offices in Auckland servicing clients such as Auckland Council, Bunnings and Chartered Accountants ANZ as well as clients of its subsidiary, Storyation, such as AMI Insurance.
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