Content agency Medium Rare has launched a new branded content studio, Rare Creative.
The studio, headed by Paulette Parisi, will create editorials for marketing campaigns, for both client channels and third-party networks.
Gerry Reynolds, Medium Rare MD, says the studio will provide advertisers with the “creative thinking” that it has provided its long-term clients, such as Qantas, Coles, Bunnings, David Jones and ANZ.
Parisi, who is still growing the Rare Creative team, has a background in marketing, print, experiential, out of home and social.
"Our focus isn’t on grabbing the audience's attention for a split second, but rather on connecting brands to customers for much longer 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,” Paulette says.
"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.”
Also joining the sub-brand at Medium Rare, which is part-owned by News Corp Australia, is Mark Brandon as content and partnerships editor, Pete Harrison as brand partnerships director and Jane Schofield as strategy and insights director.
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