Medium Rare buys Storyation

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 18 December 2019
Storyation and Medium Rare

Custom publisher Medium Rare has bought content agency Storyation.

The agency, founded by Lauren Quaintance and Mimi Cullen in 2013, has clients such as Tourism Australia and Microsoft. With a team of 19, Storyation will continue to trade under its name and management structure, with all staff set to be retained.

Financial details of the acquisition haven't been released. 

Medium Rare, majority owned by News Corp Australia, was founded in 2014 by managing director Gerry Reynolds and executive general manager Sally Wright. It produces magazines for brands such as Coles, Qantas and David Jones, recently adding a branded content studio Rare Creative to its fold.

“There are obvious synergies between our companies that will prove beneficial as we strive to be the region’s leading content provider,” says Reynolds, an Australian Magazines Award Hall of Fame inductee.

“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.”

Michael Miller, News Corp Australiasia executive chairman, says the acquisition increases News Corp Australia’s content marketing abilities as demand increases.

“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,” Miller says.

Storyation, which will remain in its Surry Hills office, has recently picked up a string of awards internationally, as well as the AdNews Small Agency of the Year award.

“Together with Medium Rare, we will be in the best position to deliver content for brands that cuts through the noise,” says Quaintance, Storyation’s co-founder and head of content.

“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.”

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