Medium Rare adds CBA to its client list
News Corp Australia’s content agency Medium Rare has won a brief with the Commonwealth Bank which will see it launch a new bi-monthly branded magazine, Brighter.
Produced in collaboration between Medium Rare and Commonwealth Bank’s marketing department, Brighter will be distributed to over 700 bank branches across Australia.
The advertiser-supported title will have an initial print run of 200,000, available for all customers both in bank branches and digitally.
Commonwealth Bank joins the agency’s growing client list, including Officeworks, Bunnings, David Jones and Qantas.
Kirsten Galliott, who has been promoted to head of content for travel and business at Medium Rare, will oversee Brighter’s content strategy, while Tony Rice, creative director of travel and business, will be responsible for the design.
Jo Boundy, CMO at Commonwealth Bank, said: “Commonwealth Bank helps more Australians manage their finances than any other bank. These relationships help us to understand the challenges that many people are facing, especially in these changing economic times.
“Our new publication is therefore designed to engage and support our customers managing day-to-day financial needs, preparing for the unexpected and turning their dreams into a reality.”
Chief commercial officer at Medium Rare, Fiorella Di Santo, said; “We look forward to strengthening engagement with the Commonwealth Bank customer, with Brighter as an anchor of inspirational and actionable content.
“There is a dearth of engaging content about finance. We will be creating lifestyle content that will really help the CommBank customer, whether they’re looking to make the most of tax time or saving up for a dream holiday.”
News Corp Australia increased its investment in Medium Rare last year, acquiring 20% of the business it did not previously own.
Checking in with Mumbrella earlier this year, the agency’s managing director, Nick Smith, said Medium Rare is gearing up for a full-service content offering “by stealth”, which means branching outside the print business it’s primarily known for and being “in the nexus of creativity, content, technology and innovation”.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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