News Corp boosts its investment in Medium Rare Content Agency

Investment in Media Rare Content Agency has been increased by News Corp who are now the sole owner of the business.

News Corp Australia has acquired a further stake in its commercial content business that has resulted in it now being the sole owner.

The media company has acquired 20 per cent of Medium Rare Content Agency and News Corp Australasia executive chairman Michael Miller said it was an important move by the media company.

“From the day we launched Medium Rare as a joint venture with founders Gerry Reynolds and Sally Wright in 2014 we’ve had high aspirations for the business and confidence in the growth of the commercial content category,” he said.

“Gerry, Sally, and the Medium Rare team have exceeded these ambitions.”

The move follows News Corp purchasing a stake in video production company Visual Domain in October last year and taking a position in digital finance news and marketing group Stockhead in May.

Medium Rare Content Agency also purchased content marketing agency Storyation in December 2019.

Mr Miller said the consolidation of Medium Rare Content Agency would help increase the company’s exposure to the agency’s big clients.

“It was a logical decision to increase the company's exposure to Medium Rare, Visual Domain and Storyation, with a tier one client list including Coles, David Jones, Foxtel, Bunnings and Qantas,” he said.

“The combined skills and capabilities of Medium Rare, Visual Domain and Storyation, as well as Suddenly and our internal creative agency Roller, to leverage News Corp Australia’s data, audio, commerce along with the company’s digital audience networks and brands provides our clients compelling campaign solutions.”

News Corp Australia’s managing director, commercial content, Mike Connaghan, thanked Mr Reynolds and Ms Wright for their contributions, and announced Nick Smith as managing director and Fiorella Di Santo as chief commercial officer.

“Together, they will focus on further growing Medium Rare’s position as the nation’s leading content agency in terms of size, client roster and revenue and further develop its proven prowess in performance-based digital, social and video content for our clients,” he said.