News Australia has brought creative and video production agency Visual Domain under the leadership of Nick Smith, managing director of Medium Rare Content Agency and Storyation.
News said the move creates a “video content powerhouse”, combining Visual Domain’s production capabilities with Medium Rare and Storyation’s content strategy and audience insights.
Visual Domain clients gain access to Medium Rare and Storyation’s strategic content marketing services, including data-driven planning, audience research, and integrated campaign development.
Medium Rare and Storyation clients can tap into Visual Domain’s production capabilities for faster, more efficient creative video at scale. Visual Domain will continue to support News Australia’s broader business and agency portfolio.
Smith will lead the three agencies supported by two key promotions: Chantelle Love as general manager of creative production across the integrated agency group, and Sarah Worthington as group commercial development manager at Visual Domain.
Visual Domain’s previous MD, Nick Muncaster, departed the business in September last year after 10 months in the role.
News Corp Australia managing director, commercial content, Mike Connaghan said: “By bringing Visual Domain under Nick’s leadership alongside Medium Rare and Storyation, we’re creating a genuinely unrivalled proposition: production excellence turbocharged with strategic content marketing expertise. Our Future of Brand Content research shows 91 per cent of businesses now use video as a core marketing tool, and brands need partners who can deliver both strategy and execution. This move gives brands everything they need to win with video.”
Love has over 20 years’ production experience across film, 3D, CGI and print. She spent 15 years in Paris, including five years as head of production for luxury agency Helmut leading campaigns for YSL Beauty, Cartier and Lancôme. At Medium Rare for the past three years, she has delivered acclaimed work for Coles, Qantas, L’Oréal and CommBank. Her expertise in scaling creative production while maintaining craft excellence will drive creative ambitions across the integrated agency group.
Sarah Worthington joined Visual Domain as a client success manager in 2024, bringing extensive experience in commercial strategy, partnerships and revenue operations across creative and media production. Prior to Visual Domain, she was head of global growth for video marketing SaaS platform PreviewMe and community lead for WeWork in the UK. In her new role, she will transform Visual Domain’s commercial function, driving growth through new business development and client partnerships.
Smith said: “We’re evolving Visual Domain to be a true partner in creative production, while helping brands build comprehensive video strategies. We know from our Future of Brand Content research that 83 per cent of marketers credit video with directly increasing sales. By combining Visual Domain’s creative production firepower with Medium Rare and Storyation’s content strategy and audience intelligence, every video we create is built to perform across the entire customer journey.”
