Medium Rare Content Agency has acquired 100 per cent equity in Storyation, the award winning content marketing agency founded by Lauren Quaintance and Mimi Cullen in 2013.

Medium Rare’s managing director, Gerry Reynolds, said the investment reflected the opportunity for long-term growth in producing high-quality, bespoke content for  brands and organisations.

Medium Rare is majority owned by News Corp Australia alongside Reynolds and fellow operating partner, Sally Wright.

“We are delighted to welcome the Storyation team into the Medium Rare fold,“ said Reynolds. “We share the same attitudes, aspirations and philosophies as Mimi and Lauren, who are both rightly well respected in the market.

“There are obvious synergies between our companies that will prove beneficial as we strive to be the region’s leading content provider.

“Storyation’s proven prowess in developing performance-based digital, social and video content with a strong journalistic grounding provides us with the flexibility to expand and collaborate on a wide variety of client briefs, including campaign-based content.”

News Corp Australasia executive chairman Michael Miller said: “This partnership brings together two of the best businesses in the sector, combining a great suite of content applications for Australian and international brands across the travel, health, financial services, retail, media and lifestyle categories.

“The acquisition enhances News Corp Australia’s content marketing portfolio to better serve the increased demand for these capabilities.”

Lauren Quaintance, Storyation’s co-founder and head of content, said: “Medium Rare and Storyation share a singular focus on high quality, strategically-grounded content created with a publisher lens. As competition for attention increases, only the very best content will find an audience. Together with Medium Rare, we will be
in the best position to deliver content for brands that cuts through the noise.”

“We have a huge amount of respect for Gerry and Sally and their teams, and our clients will benefit enormously from being part of a stable that includes some of Australia’s content marketing leaders, such as Qantas and Coles, as well as the opportunity to access deeper insights, commercialisation and amplification services via Medium Rare and News Corp.”

The Storyation brand will be maintained and it will continue to trade under its existing management structure. All of the agency’s staff will be retained.