News Corp’s content agency Medium Rare has added Commonwealth Bank to its growing list of blue-chip clients.
In this new partnership, the agency will work closely with Commonwealth Bank’s marketing department to create a new bi-monthly magazine title, Brighter, as part of their content ecosystem.
The print title, slated for a May launch, will initially be distributed to over 700 Commonwealth Bank branches around the country.
Brighter magazine will incorporate a lifestyle focus, oriented around four key content pillars: Know, Grow, Save and Dream. The advertiser-supported title will have an initial print run of 200,000, available for all CommBank customers both in branches and digitally on commbank.com.au.
Brighter will provide tips and hacks to help negotiate cost-of-living challenges and improve financial literacy.
Kirsten Galliott, who has been promoted to head of content for travel and business at Medium Rare, will oversee the content strategy, while Tony Rice, creative director of Travel and Business, will be responsible for steering design. They will be supported by a core team at Medium Rare, including content director Brooke Le Poer Trench and art director Christie Brewster.
“Commonwealth Bank helps more Australians manage their finances than any other bank. These relationships help us to understand the challenges that many people are facing, especially in these changing economic times. Our new publication is therefore designed to engage and support our customers managing day-to-day financial needs, preparing for the unexpected and turning their dreams into a reality,” said Jo Boundy, chief marketing Officer at Commonwealth Bank.
“We look forward to strengthening engagement with the Commonwealth Bank customer, with Brighter as an anchor of inspirational and actionable content,” said Fiorella Di Santo, chief commercial officer at Medium Rare Content Agency.
“There is a dearth of engaging content about finance,” added Galliott. “We will be creating lifestyle content that will really help the CommBank customer, whether they’re looking to make the most of tax time or saving up for a dream holiday.”
