NEWS

MAS appoints Medium Rare NZ as new content agency

Medium Rare Content Agency has been appointed as the content agency of record for New Zealand owned insurance and investment company Medical Assurance Society (MAS).

Medium Rare will lead the development of a multi-channel content strategy for MAS and take responsibility for its Member magazine onMAS, along with digital, video and social content production.

MAS is an insurance and investment mutual that’s been enhancing the financial health and wellbeing of its Members since 1921. Originally established by doctors for doctors, MAS now welcomes all New Zealand professionals, including dentists, veterinarians, lawyers and engineers to name just a few.

MAS Chief Distribution and Marketing Manager Matt Harvey says the company is excited to be working with Medium Rare. “We were looking for a true partner who understood our vision to grow our Members’ financial health and wellbeing. We’re excited to be working with Medium Rare, who impressed us with their extensive experience, creativity in developing multi-channel content, and their understanding of our great boutique mutual. We’re looking forward to a long partnership that will really elevate and amplify onMAS to serve and grow our membership.”

Medium Rare’s New Zealand General Manager Sido Kitchin says, “We are thrilled to be working with the remarkable Kiwi mutual MAS. Through the pitch process, it quickly became apparent what a special history MAS has in New Zealand – and we’re honoured to be a part of its future. It’s clear our values are intrinsically aligned, sharing a passion for supporting and celebrating hard working Kiwis doing awesome things across Aotearoa. We’re excited about getting to know Members – old and new – and connecting with them through multi-channel storytelling to improve their financial health and wellbeing.”

Leading the partnership with Kitchin is Content Strategist and Specialist Nicky Dewe, who joined Medium Rare in August from digital agency Alphero. She will be responsible for the onMAS content strategy and editorial direction of the magazine, digital and social content. Kitchin says, “It’s wonderful to be working with Nicky again, and as the Editor for onMAS, she’ll bring a proven gift for storytelling, and a great depth of strategy and publishing experience.”

Medium Rare is a specialist content marketing agency owned by News Corp Australia, with offices in Auckland, Sydney and Melbourne. New Zealand clients include Resene, Bunnings, Z Energy, Auckland Council, Discover Auckland and Auckland Art Gallery. Medium Rare was recently appointed as a content production and social media services provider for the new All-of-Government (AoG) Creative and Media Services contract.

NEWS

Medium Rare becomes an official NZ Government Media Services panel provider

We are delighted to share that Medium Rare New Zealand has been appointed as an official content production and social media services provider for the All-of-Government (AoG) Creative and Media Services contract.

Of the news, Sido Kitchin, General Manager of Medium Rare New Zealand said, “I’m thrilled about the opportunities that come with this appointment. This means we’re now able to partner with a range of NZ Government Ministries and Agencies to tell meaningful stories that make a difference to the good people of Aotearoa.”

Summer in NZ: A man jumps into a swimming pool as a crowd watches on and cheers.

Medium Rare NZ has already worked with many esteemed local government organisations, through their partnership with Auckland Council, and their strategic content work for Tātaki Auckland Unlimited. To date, these include Auckland War Memorial Museum, Auckland Regional Parks, Auckland Zoo, Auckland Art Gallery Toi o Tāmaki, Auckland Transport (AT), Watercare Services, Zero Waste Network and Tūpuna Maunga Authority.

“Every day we meet diverse, interesting and wonderful Kiwis through our OurAuckland content partnership,” said Sido. “We’re now proud to be part of the panel and looking forward to delivering more meaningful, informative and creative content.”

AWARDS, NEWS

Medium Rare scoops seven wins at the prestigious CMA Awards

December 2, 2022

Medium Rare capped off a stellar night last Friday at the prestigious International Content Marketing Awards in the UK, taking home trophies in seven hotly contested categories. Foremost among the wins was the Grand Prix award for Large Agency of the Year.

Hosted by the Content Marketing Association, the 2022 awards saw a record number of entries submitted from agencies around the globe. The awards were judged by 130 eminent content marketing experts, who selected winners from 32 categories.

The wins continued a hot streak for Medium Rare, which recently picked up the Agency of the Year award at the Real Media Awards.

”To take home seven awards at this global ceremony, including the Grand Prix for Large Agency of the Year, is a phenomenal achievement for an Australia-based agency. It’s also terrific to see individual category wins for clients like Qantas, Coles, Officeworks and Australian Seniors and is testament to the wonderful work our teams do every day,” said Nick Smith, Managing Director at Medium Rare Content Agency.

Medium Rare’s full list of wins included:

  • GRAND PRIX Best Large Agency: Medium Rare Content Agency
  • GOLD Best Annual Always-On Content Strategy: Coles
  • GOLD Best Travel: Qantas
  • SILVER Best Use of Monetised Content: Qantas
  • BRONZE Best Use of Branded Podcast: Life’s Booming
  • BRONZE Best Use of SEO: Officeworks Noteworthy
  • BRONZE Designer of the Year: Tony Rice

The agency also had four short listings:

  • Best Membership: Company Director
  • Best Consumer: David Jones Wonderworld and Officeworks Noteworthy
  • Best Annual Always On Content Strategy: Qantas

About the International Content Marketing Awards:
Each year the Content Marketing Association award the very best content marketing campaigns, strategies, teams and individuals working in the content industry. The international awards set a high standard of what great content looks like across the globe, rewards brilliant work from the year, and allows everyone to celebrate the industry.

For more information go to: the-cma.com/awards

AWARDS, NEWS

Medium Rare named Agency of the Year at Real Media Awards

November 2, 2022

We are thrilled to have taken home the major award for Agency of the Year – despite fierce competition with finalists including BMF, Mahlab, and Our Agency.

We also won an additional three awards for our work with Coles, Priceline and BankSA.

The Real Media Awards celebrate excellence across Australia in letterbox marketing, publishing, direct mail, point of sale, marketing efficacy, multichannel campaigns and more.

The awards were presented on October 28, 2022, during a gala at the Melbourne Convention and Exhibition Centre.

About our wins, Jo McKay, Head of Strategy, said: “We pride ourselves in providing fully integrated content marketing solutions for our clients’ owned media channels, and it feels fantastic to be celebrated on this stage of excellence with our clients, who are Australia’s Leading brands… It’s an honour to work with them daily, and we all think the world of what they do.”

“Thank you to all of the judges and the other competitors in the category. It’s such a privilege to be recognised amongst them.”

About the awards, Kellie Northwood, Chief Executive Officer of The Real Media Collective, said: “Agencies, Designers and Producers are the creative lifelines to so many of our retail marketing campaigns. The incredible commitment to creative strategy supported by production teams working tirelessly to respond to consumer demands demonstrates the tip of the iceberg for the excellence agencies deliver to retail marketing. If any retailer is looking for the best, here they are.”

Winners:

  • Agency of the Year
  • Cosmetics and Pharmacy: You Magazine for Priceline
  • Tourism, Education and Government: BackSA Gift Guide for BankSA
  • Magazines: Coles Magazine

Finalists:

  • Media Brand of the Year: Jones Magazine for David Jones
  • Home Improvement: Bunnings Magazine
  • Women’s and Men’s Apparel: Mother’s Day for David Jones
  • Supermarkets: Coles Magazine
  • Chain/Department Store: Mother’s Day for David Jones
  • Mail (over 100,000 units): Jones Magazine for David Jones
  • Mail (under 100,000 units): You Magazine for Priceline
  • Campaign: Skinnovation for David Jones

For more information on the Real Media Awards go to: therealmediacollective.com.au

AWARDS, STAFF

Bunnings Magazine New Zealand wins best custom magazine

October 28, 2022

We’re delighted to share that Bunnings Magazine New Zealand has won best custom magazine at the NZ Webstar Magazine Media Awards 2022. 

Bunnings Magazine editor Katrina O’Brien said: “Medium Rare’s successful collaborative content partnership with Bunnings has created a highly-sought after title that inspires, informs and drives customers to update their homes and gardens.

“The magazine has become a key tier in Bunnings’ content ecosystem, helping to engage audiences across Bunnings-owned channels anywhere at any time.

“The award is also a wonderful testament to our team’s dedication, passion and hard work in creating compelling content.” 

Judges said: “Successful custom magazines need to both engage their audience and deliver on marketing objectives for their clients. Bunnings New Zealand does both exceptionally well with content that is always useful and inspiring while delivering an impressive return to Bunnings and its partners. A worthy winner in a hotly-contested category.”

The NZ Webstar Magazine Media Awards honour the very best magazine brands, initiatives and individuals across New Zealand. To learn more about the awards go to: www.mpa.org.nz/news/awards 

NEWS, STAFF

Sarah Macrae appointed Head of Social for Medium Rare

October 11, 2022

We are pleased to announce the appointment of Sarah Macrae to the position of Head of Social. In a new role for our business, Macrae will lead social strategy and campaigns for both Medium Rare and Storyation.

Macrae joins us from We Are Social where she was editorial director responsible for overseeing social strategy and editorial output for clients such as Audi, Foxtel, TikTok and Samsung.

With a 15-year career spanning print, digital, social and branded content, her previous roles also include head of commercial content at Are Media and senior editorships at Time Inc. UK and Allure Media.

Of the appointment, Medium Rare managing director Nick Smith said: “As content becomes ever more important for our clients, and our service to them becomes truly omni-channel, I’m delighted to turbo-charge our social media leadership and strategy proposition with Sarah’s appointment.”

Macrae adds: “I’m thrilled to join the team at Medium Rare. They’re known for telling great stories and producing beautiful content for some of Australia’s leading brands.

“Social offers so many opportunities for brands to connect with audiences in new and ever-evolving ways, and I’m really excited to be part of this cross-platform juggernaut.”

NEWS, STAFF

New leadership for Storyation

September 8, 2022

Medium Rare has today announced leadership appointments to its specialist content agency, Storyation. The agency will be led by general manager, Andrés López-Varela, and newly appointed commercial director, Simone Aquilina, following the decision of co-founders Mimi Cullen and Lauren Quaintance to depart the business.

Storyation was founded in 2013 by Cullen and Quaintance and soon established itself as a leading content agency in Australia and New Zealand, gathering accolades and blue-chip clients across travel, financial services, health, insurance and other categories. The agency was acquired by Medium Rare, a wholly-owned subsidiary of News Corp Australia, in December 2019.

López-Varela has led strategy, and recently operations for Storyation. He has more than a decade of experience in content marketing, with four years of senior leadership at Storyation, and before that, Tourism Australia, One Green Bean and Weber Shandwick.

Aquilina will lead the agency’s commercial and client partnership functions, having previous senior commercial and international rights leadership experience at Are Media (formerly Bauer Media and ACP) and the RACAT Group.

Of the announcements Medium Rare’s managing director Nick Smith said, “Andrés has developed a unique proposition for content marketers at Storyation, with our proprietary ‘content-demand research’, and high-performing digital and social strategies for clients. We’re proud to have Andrés lead Storyation’s next phase of success.

“Likewise, Simone’s credentials in leading multi-disciplinary teams for major media brands, will continue the strong commercial leadership and client service that’s been essential to Storyation’s success.

“Mimi and Lauren built Storyation into a sustainable business,” said Smith. “It’s been a pleasure to work alongside them over the past two and a half years.”

López-Varela said: “There’s strong momentum in the market for the kind of work we’ve done for many years under Mimi and Lauren’s direction. I’m looking forward to expanding our innovative portfolio of content and strategy assignments to deliver even more meaningful growth and some of the world’s best brand content.”

López-Varela has assumed his role of general manager, reporting to Smith. Aquilina joins Storyation on October 4, and will report to Medium Rare’s chief commercial officer, Fiorella di Santo.

NEWS, WORK

On Your Side: new AMI podcast hosted by Sam Wallace

18 May 2022

AMI has launched a new podcast series, On Your Side, hosted by Sam Wallace showcasing wonderful, heart-warming stories about Kiwis who have found their sense of purpose by helping others.

The new audio series features interviews with inspiring New Zealanders who have done everything from caring for premature babies to training disadvantaged youth to competing in one of the world’s toughest multi-sport events and in doing so made entire communities better.

The first episode features an interview with Dr Maysoon Salama whose son, Ata Mohammad Ata Elayyan, 33, was killed in the Christchurch terrorist attacks. Dr Salama has written a book Aya and the Butterfly to help children – including her own granddaughter – to come to terms with grief, cope with change and build resilience.

Broadcaster Sam Wallace, who hosts On Your Side, says he was “blown away” by the Kiwis he interviewed for the podcast who managed to turn misfortune into something positive that benefitted others.

“It’s a lesson in attitude, it’s a lesson in gratitude… and like me, you will be inspired to seek the best of a bad situation,” he says. “New Zealand is full of some incredible people and AMI has done a great job finding six of the best.  Their stories will raise you and inspire you to lift your head and make the most of the day in front of you.”

AMI marketing manager Jess Bunker says that the insurer’s brand platform ‘On Your Side’ highlights the role the insurer’s team plays in helping people through some of life’s toughest moments.

“We have been sharing amazing stories of New Zealanders going out of their way to help others for the last three years,” she says. “It’s been great to see how this concept can evolve into new channels like podcasts to further inspire people to be on the side of their fellow Kiwis.”

Bunker said it had been “fantastic” working with host Sam Wallace and Medium Rare’s agency Storyation and to bring the podcast to life.

Storyation’s Lauren Quaintance said she was proud to share the stories of such inspiring New Zealanders in a way that was true to AMI’s brand values.

“We love creating content about amazing Kiwis, the kind of people you’d like to have on your side,” she said. “These stories deserve to be heard and they feel particularly intimate and emotive delivered in this way.”

The series is available on Apple Podcasts, Google Podcasts and Spotify with a new episode dropping each Wednesday for the next six weeks.

Listen now

AWARDS, NEWS

DARE wins two MACA Media Awards

The DARE team, which produces content for Australian Seniors, has won two MACA (Ministerial Advisory Council on Ageing) Media Awards for Advertising and Health and Lifestyle, and was also a finalist in the Images category. 

Held by the NSW Government, these awards celebrate balanced and realistic reporting of older people, highlighting the breadth and vitality of their lives. This year saw a record 180 entries, from nominees including SBS, the ABC, The Guardian and The Project.

About the awards, Editor-in-Chief Lisa Sinclair said: “DARE is designed to speak to a generation of progressive, engaged and forward-thinking individuals. Rather than focus on age, we produce content to meet our audience’s needs – content that is relevant to their lives today. 

“We are thrilled to receive this recognition – age diversity and accurate representation of seniors is a very important issue for our team.”

Winners: 

Finalist:

  • Images – Steve Gonsalves, DARE magazine “Shake Rattle & Roll”

For more information and to view all of the winners and finalists, go to: facs.nsw.gov.au/inclusion/advisory-councils/maca/media-awards

AWARDS

Bunnings magazine highly commended at New Zealand Media Awards

Bunnings New Zealand has been highly commended in the Best Custom Magazine category of the 2021 Webstar Magazine Media Awards. Hosted by the Magazine Publishers Association of New Zealand, these annual awards honour the country’s best magazine brands, initiatives and individuals. 

Bunnings New Zealand is packed with audience-driven content that inspires customers to update, maintain and renovate their homes and gardens according to their needs, skills and budgets. Fifty thousand copies are distributed across 42 stores in New Zealand every season.

About the award, Sido Kitchen, General Manager, said: “Our team partners with Bunnings to combine search insights and purchase data with inspirational content to keep customers abreast of the latest design and DIY trends. The result is a truly engaging content program that inspires home improvement and drives purchase. We are thrilled to receive this recognition.”

To read the latest issue go to: bunnings.co.nz/bunnings-magazine/

For more information on the awards go to: mpa.org.nz

Sign up to discover our latest projects and campaigns