Medium Rare content agency has announced the launch of Rare Creative, an independent branded content studio that uses insights and data to create editorial for high-value marketing campaigns – both for client channels and targeted third-party networks.

Medium Rare MD Gerry Reynolds said: “Medium Rare exists to enable brands to become publishers.

“We create audience-driven strategies for our clients’ owned channels, helping them engage customers, increase loyalty and drive sales.

“With the launch of Rare Creative, we are now extending our results-driven services to key advertisers, providing the same independent, creative thinking that works for our long-term clients.”

Medium Rare’s contracted clients include Qantas, Coles, Bunnings, David Jones, Jetstar, Foxtel, the Australian Institute of Company Directors, Chartered Accountants ANZ, QantasLink and NSW Farmers.

By providing media sales services for its clients, Medium Rare’s network reaches seven in 10 Australians every month – delivering cut-through across many difficult-toreach segments such as high value investors, SMEs, national regional audiences and millennials.

Medium Rare Fiorella Di Santo COO said: “From creating best-in-class native content to the introduction of targeted digital ad serving, programmatic sales and branded event series, we have become more strategic in our responses to client briefs. 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 12 million Qantas Frequent Flyers.

“Working with Red Planet, we are able to deliver the right audiences to our advertisers – both on- and off-network.

“The launch of Rare Creative is a natural extension for Medium Rare – a resource for developing strategic 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 (feature image). 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 for much longer 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,”she said.

“Our independence, data and insights means we can recommend amplification where it works best – whether that be across Medium Rare’s client 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 for which we can drive new audiences in engaged and positive environments.

“We have been successfully producing always-on content for some of Australia’s most iconic brands for five years. Rare Creative now allows us to offer our awardwinning services to a wider client base.”