Medium Rare acquires Storyation
Medium Rare Content Agency has acquired Storyation, the content marketing agency founded by Lauren Quaintance and Mimi Cullen.
Medium Rare is majority-owned by News Corp Australia, alongside managing director Gerry Reynolds and operating partner Sally Wright.
Storyation will continue to operate in the same way after the acquisition, the companies said
Reynolds said the investment is reflective of the long-term growth plans for the agency.
“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.”
Storyation was founded in 2013. Its brand will be maintained and it will continue to trade under the existing management structure with all the agency’s staff being retained.
Quaintance 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.”
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.”
topics
Gerry Reynolds
Lauren Quaintance
Medium Rare
Medium Rare Content Agency
Michael Miller
Mimi Cullen
Sally Wright
That’s a very strong combination indeed. Smart move by both.
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Well done Mimi & News Corp!
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