Custom publisher Medium Rare Content Agency has launched Rare Creative, a new independent native advertising division that will allow the company to target a wider client base.
In a statement on its website, Medium Rare describes Rare Creative as “an independent branded content studio that uses insights and data to create premium editorial for high-value marketing campaigns – both for client-owned channels and targeted third-party networks”.
Managing Director Gerry Reynold says “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.
“Our long-term clients now comprise many of Australia’s most iconic brands. And, while each strategy is tailored to specific customer needs, the common focus is quality, engagement and reach.
“With the launch of Rare Creative, we are now extending our results-driven services to key advertisers, using our experience and expertise to provide the same independent, creative thinking that works for our clients.”
Medium Rare currently publishes brand magazines for Qantas, Jetstar, Coles, Foxtel, Bunnings, the Australian Institute of Company Directors, NSW Farmers Association, and Chartered Accountants Australia and New Zealand. Depending on the client, website, app, video and e-marketing services are included as an integrated range of revenue streams associated with the publications.
Fiorella Di Santo, COO, Medium Rare, says “The launch of Rare Creative is a natural extension for Medium Rare – a centralised resource for developing strategic, cross platform 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.
“Our focus isn’t on grabbing the audience’s attention for a split second, but rather on connecting brands to customers 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,” says Parisi.
“Our independence, data and insights means we can recommend amplification where it works best – whether that be across Medium Rare’s media 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. Through data and our own research, we can drive new audiences for advertisers in engaged and positive environments.”
Native advertising campaign case studies completed by Medium Rare via its custom publishing channels are available to view under the Rare Creative launch announcement.