Credit: Rare Media
Perth’s Rare has brought its media capability fully in-house, ending its licensing agreement with Hearts & Science and completing its shift to an integrated agency model.
The independent agency has spent the past 18 months restructuring to remove silos, now operating across client solutions, creative and business support, with media folded into the client solutions arm.
Managing director Callum Mackenzie said clients want fewer silos and more joined-up thinking.
“Clients today want deeper relationships and broader answers to their marketing challenges,” Mackenzie said.
“They’re less interested in fragmented agency models built around disciplines, and far more interested in shared thinking, speed and transparency.
“This move reflects the way Rare has already been working for some time, one team focused on meaningful change for our clients with people at the heart.”
General manager of media Joe Purdy said most client problems span multiple disciplines.
“Very few challenges our clients bring to us today have a purely media, creative or strategic solution,” Purdy said.
“Growth happens when audience insight, creative thinking, message, channel and experience are considered at the same time.
“Equally importantly, it enhances our capability when it comes to measuring the effectiveness of campaigns.
“The agencies that will thrive are those that can distill this complexity into simple, actionable insights for their clients.”
The agency said the same team, tools and market relationships remain in place under the Rare brand.
Head of client solutions Simon Stewart said the structure keeps specialist skills while improving collaboration.
“Each discipline still operates on its own frequency,” Stewart said.
“But the magic happens where those perspectives meet, when media thinking shapes creative ideas, when creative thinking influences channel strategy and when data helps sharpen both.”
Mackenzie said the model formalises how the agency has already been operating.
“This isn’t a sudden change,” he said.
“It’s the natural evolution of how Rare has been building the business for years.”
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