Introducing Rare Creative

Medium Rare Content Agency is proud to announce the launch of Rare Creative, an independent branded content studio that uses insights and data to create premium editorial for high-value marketing campaigns – both for client owned channels and targeted third-party networks.

“Medium Rare exists to enable brands to become publishers,” says Managing Director, Gerry Reynolds. “We create audience-driven strategies for our clients’owned channels – helping them engage customers, increase loyalty and drive sales. Our long-term clients now comprise many of Australia’s most iconic brands. And, while each strategy is tailored to specific customer needs, the common focus is quality, engagement and reach.

“With the launch of Rare Creative, we are now extending our results-driven services to key advertisers, using our experience and expertise to provide the same independent, creative thinking that works for our clients.”

Our contracted clients include Qantas, Coles, Bunnings, David Jones, Jetstar, Foxtel, the Australian Institute of Company Directors, Chartered Accountants ANZ and QantasLink.

And we provides media sales services for all of our clients’; channels – a huge network that has cut-though across most audience segments, especially high value investors, SMEs, national regional audiences and millennials.

Says Fiorella Di Santo, COO, Medium Rare: “From the ongoing use of research and insights for creating best-in-class native content to the introduction of targeted digital ad serving, programmatic sales and branded event series, we have become much more strategic in our responses to client briefs – resulting in engaging campaigns that deliver tangible results. And new services and opportunities keep on coming, particularly around data and amplification.

“Our Red Planet offering is unique in the market, strengthening our targeting proposition by allowing clients to reach Australia’s most valuable dataset of over 13 million Qantas Frequent Flyers. Working with Red Planet, we are able to deliver the right audiences and reporting to our advertisers – both on- and off-network.

“The launch of Rare Creative is a natural extension for Medium Rare – a centralised resource for developing strategic, cross platform propositions for our advertisers with the goal of delivering guaranteed, loyal audiences and the right outcomes.”

Rare Creative will be headed up by Paulette Parisi. With a background in marketing, print, experiential, OOH, in store, social and online (across Scentre Group, Bauer Media and Medium Rare), Paulette has a proven track record of implementing innovative integrated campaigns that build long-lasting customer relationships.

“Our focus isn’t on grabbing the audience’s attention for a split second, but rather on connecting brands to customers 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,” says Paulette.

“Our independence, data and insights means we can recommend amplification where it works best – whether that be across Medium Rare’s media 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.”

“Through data and our own research, we can drive new audiences for advertisers in engaged and positive environments. We have been successfully producing always-on content for brands for 5 years. Rare Creative now allows us to offer our award-winning services to a wider client
base.”

The Rare Creative team includes:

Mark Brandon – Content & Partnerships Editor
Mark brings a strong journalistic background, pace and a strategic commercial mind to his role, enabling him to produce winning ideas for brands and advertisers. With over 15 years experience in senior editorial leadership positions, he spent the last four years as Editor and Digital Content Director at NW, Bauer Media.

Jane Schofield – Strategy & Insights Director.
With experience in digital brands and strategy from her time at MaxMediaLab and Vogue Australia, Jane elevates our sales excellence in the market with her forward-thinking strategic approach. Her deep understanding of agencies and client metrics,
behaviours and objectives has already translated into new commercial opportunities
for clients.

Catherine Ross – Research & Insights Manager
Catherine joins from Bauer Media where she held the role of Publishing Research Director. With almost two decades’ experience understanding audiences, she believes that storytelling is the strongest route to clients engaging with their audiences.

Philippa Moffitt – Art Director
Pip has led the overall commercial design aesthetic for developing and delivering high quality commercial executions for Medium Rare’s advertisers. She has evolved the advertising design direction on Qantas and excelled in many new areas, such as video and the production of Qantas Loyalty magalogues.

Christie Brewster – Senior Designer
Christie has spent the last 15 years in arts, media, retail and creative industries, blending her skills as a graphic designer, illustrator and photographer. Christie joins Rare Creative from the Australian Chamber Orchestra.

Isabella Bernardi – Qantas Loyalty Partnerships Manager
Isabella has proven experience in leading projects that deliver the best possible service and growth to Qantas Loyalty and its partners.