Medium Rare launches branded content studio, Rare Creative

News Corp aligned content agency Medium Rare has launched Rare Creative, an in-house branded content studio.

Rare Creative will be led by Paulette Parisi, with a team of former Bauer, NBC, and Max Media Lab alumni assembled to join her.

Parisi, head of Rare Creative

“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,” said managing director, Gerry Reynolds.

“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.”

Chief operating officer Fiorella Di Santo added that the launch is a “natural extension” of Medium Rare, which works with clients such as Qantas, Coles, Bunnings, David Jones, Jetstar and Foxtel.

Parisi, who has worked at Scentre Group, Bauer Media, and Medium Rare, said the focus “isn’t on grabbing the audience’s attention for a split second, but rather on connecting brands to customers for much longer”.

“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,” she said.

“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 award- winning services to a wider client base.”

Parisi will be joined by the likes of new content and partnerships editor Mark Brandon, joining after four years as NW editor for Bauer, and brand partnerships director Pete Harrison, who most recently was head of content partnerships at NBC Universal. Harrison was previously group brand manager, luxury at Bauer Media.

Jane Schofield comes on board as strategy and insights director after time at Max Media Lab and Vogue Australia, while Catherine Ross becomes research and insights manager after also coming across from Bauer, where she was publishing research director.

Other hires include Philippa Moffitt as art director, Christie Brewster as senior designer, and Isabella Bernardi as Qantas loyalty partnerships manager.


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