Medium Rare Content Agency
Medium Rare Content Agency is an Australian content and strategy agency, backed by News Corp Australia, that provides fully integrated content marketing solutions and manages advertising sales across five premium Australasian media networks (Qantas, David Jones, CommBank, AICD, Australian Seniors) for leading brands.
- Company typePrivate
- Founded2014
- HeadquartersPyrmont, Australia
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Medium Rare Content Agency does
Medium Rare Content Agency Pty Ltd is an Australian private limited company headquartered in Pyrmont, Sydney, with additional offices in Melbourne and Auckland, founded in 2014. The firm operates as Australasia's premier audience-led content and strategy agency, providing fully integrated content marketing solutions across owned media channels for leading Australasian brands. Its client base spans enterprise customers across retail (Coles, Officeworks, Bunnings Trade, Liquid I.V.), banking (CommBank), aviation and tourism (Qantas, Destination Canada, Visit Canberra), government (Auckland Council, Australia Post), media (Australian Seniors, David Jones) and manufacturing (Resene). The company is backed by News Corp Australia, providing it with the reach, insights, and analytics of Australia's leading media company alongside the agility of an independent creative agency.
The company runs two complementary business lines. First, it holds advertising sales rights to five premium Australasian media networks: Qantas magazine and Travel Insider (2.4M monthly travelers, 580,000 readers per issue), David Jones Amplify retail media network (40 stores, 65M annual visitors), DARE Magazine (167,543 Australian Seniors policyholders aged 50+), CommBank Connect (600+ branches, 1,300+ screens, 8.5M app users, 200M+ monthly impressions), and the AICD's Company Director media network (53,343 members). Second, it delivers an end-to-end service suite including owned media network building and commercialisation, brand reputation management, content and channel strategy, full-service content production across print/digital/video/audio/social, creative and platform development, social media management, talent and creator management, SEO/UX/CX optimisation, distribution and amplification, and performance reporting/sentiment analysis/social listening. There is no proprietary technology stack disclosed — the firm is positioned as a creative and strategy agency rather than a technology company.
Revenue is generated through two streams: advertising sales across the five owned media networks (advertising model) and full-service content and creative services delivered to enterprise clients (professional services model). GTM is enterprise field sales — dedicated account managers and Heads of Sales for each advertising platform engage leading brands directly, supplemented by a portfolio website, organic social presence (LinkedIn, Instagram, X), earned media through the News Corp network, Qantas Think. signature events, and email newsletters. Pricing is quote-based and tailored to client scope; no pricing tiers are publicly disclosed. In 2019 the company acquired Storyation for an undisclosed sum, expanding content production capabilities.
Medium Rare Content Agency firmographics
Firmographics- Name
- Medium Rare Content Agency
- Legal name
- Medium Rare Content Agency Pty Ltd
- Website
- https://mediumrarecontent.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Medium Rare Content Agency is an Australian content and strategy agency, backed by News Corp Australia, that provides fully integrated content marketing solutions and manages advertising sales across five premium Australasian media networks (Qantas, David Jones, CommBank, AICD, Australian Seniors) for leading brands.
- Ownership category
- akta.pro rank
Medium Rare Content Agency industry classification
Industry- Product category
- Content Marketing Services
- NAICS
- Advertising, Public Relations, and Related Services (5418), Media Representatives (541840), Media Buying Agencies (54183)
- SIC
- Services-Advertising Agencies (7311), Miscellaneous Publishing (2741)
- akta.pro primary industry
- Content Marketing & Branded Content Agencies (MPAAAAAF)
- akta.pro secondary industries
- Integrated Full-Service Creative Agencies (MPAAAAAA), Content Production (Video, Design, Copy, Studio) (BPAFAAAF)
Keywords
Where Medium Rare Content Agency is headquartered
LocationHeadquarters
- HQ city
- Pyrmont
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Medium Rare Content Agency business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Advertising sales across owned media networks: Medium Rare generates revenue by managing and selling advertising across premium media networks including Qantas magazine/Travel Insider, David Jones Amplify, DARE magazine, CommBank Connect, and Company Director magazine. They act as the advertising sales partner for these platforms, connecting brands with high-value audiences through print, digital, social, and event channels.
- Content and creative services: Revenue is also generated through providing full-service content creation and strategy services to clients, including owned media network building, brand reputation management, content and channel strategy, creative production, social media management, and performance analytics.
Go-to-market motion1 record
Distribution channels7 records
Marketing channels7 records
Medium Rare Content Agency product offering
Product offeringCore offering
Medium Rare Content Agency is a full-service content and creative marketing agency that operates the exclusive advertising sales for five premium Australasian media networks (Qantas magazine & Travel Insider, David Jones Amplify, DARE Magazine, CommBank Connect, and Company Director magazine) and provides end-to-end content marketing services including content and channel strategy, owned media network building, brand reputation management, full-service content production across print, digital, video, audio and social formats, creative and platform development, social media management, talent and creator management, SEO/UX/CX content optimisation, distribution and amplification, and performance reporting for enterprise brands across Australia and New Zealand.
Product overview
Medium Rare Content Agency is Australasia's premier audience-led content and strategy agency operating as a creative agency rather than a unified software product. The agency offers two primary portfolio areas: (1) an advertising media network comprising five branded channels—Qantas magazine & Travel Insider, David Jones Amplify, DARE Magazine, CommBank Connect, and Company Director—that enable brands to advertise across premium Australian audiences; and (2) a suite of service offerings including owned media network building & commercialisation, brand reputation management, content & channel strategy, full-service content production (print, digital, video, audio, social), creative & platform development, social media management, talent & creator management, SEO/UX/CX content optimisation, distribution & amplification, and performance reporting. The agency is backed by News Corp Australia and operates from offices in Sydney, Melbourne and Auckland.
Differentiator
Problem solved
Functional benefit
Products and services
- Qantas magazine & Travel Insider advertising Premium advertising platform spanning print, digital, social and events that connects brands with 2.4 million Qantas passengers monthly through Qantas Magazine (580,000 readers per issue) and the Travel Insider website (219,454 monthly unique visitors). Sold through a dedicated Head of Sales.
- David Jones Amplify retail media network Premium retail media network offering in-store and online advertising access to over three million active rewards members and 65 million annual store visitors across 40 David Jones stores, including 63 window activations, 166 digital screens and 267 instore placements.
- DARE Magazine advertising Lifestyle magazine and advertising platform targeting Australians aged 50+, reaching 167,543 readers with print and online content across health, home and travel topics. Distributed six times yearly, with 91% content trust and 80% of readers taking action after seeing an ad.
- CommBank Connect media network Omnichannel banking ecosystem media network spanning digital screens, ATMs, print, web, in-app and social channels across 600+ CommBank branches and 1,300+ screens, delivering 200+ million monthly impressions and reaching 8.5 million active app users and 11M+ ATM transactions.
- Company Director media network (AICD) Media network of the Australian Institute of Company Directors spanning magazine, eDMs, podcasts, roundtables and member lounges, reaching 53,343 board directors and governance leaders (average household income $315,066 p.a.) and generating 350,000+ brand touchpoints.
- Full-service content and creative marketing services Full-service content and creative marketing offering for enterprise brands covering owned media network building and commercialisation, brand reputation management, content and channel strategy, full-service content production across print, digital, video, audio and social, creative and platform development, social media management, talent and creator management, SEO/UX/CX content optimisation, distribution and amplification, and performance reporting. Engagements are scope-based and tailored to client objectives.
Quantifiable outcome
- Destination Canada Far From Normal campaign delivered 5.1 million campaign touchpoints (43% above KPI) and 18% click-through rate to Qantas flight booking pages
- +5 more outcomes
Companies that use Medium Rare Content Agency
Customer profileNamed customers12 records
Segments6 records
Ideal customer profiles7 records
Medium Rare Content Agency technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Medium Rare Content Agency partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- News Corp AustraliacoreMedium Rare is backed by News Corp Australia, Australia's leading media company. This partnership provides the agency with the best of both worlds: the creativity, agility and service mentality of a dedicated agency combined with the insights, analytics and reach of Australia's leading media company.
- Qantas / Qantas MediacoreMedium Rare manages Qantas magazine and Travel Insider advertising sales, connecting brands with 2.4 million high-value travellers each month through premium print, digital, social and event channels. The partnership enables brands to advertise in Qantas' exclusive travel media ecosystem.
- David JonescoreMedium Rare represents David Jones Amplify retail media network, offering premium access to over three million active rewards members and a wider audience of more than 65 million annual store visitors across 40 stores.
- Australian SeniorscoreMedium Rare manages DARE magazine advertising sales, reaching more than 167,000 Australian Seniors policyholders. DARE is a trusted lifestyle platform connecting brands with confident, high-spending decision-makers aged 50+.
- CommBankcoreMedium Rare manages CommBank Connect advertising sales - Australia's first omnichannel banking ecosystem. The partnership leverages CommBank's unrivalled customer insights and transactional data to deliver smarter, relevant advertising experiences.
- Australian Institute of Company Directors (AICD)coreMedium Rare manages Company Director media network advertising sales for AICD, reaching Australia's most influential business community including board directors, executives and governance leaders with 53,000+ members.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Medium Rare Content Agency competitors and assessment
Company assessmentBroad incumbents
- DDB Group Australia: Omnicom-owned creative and content agency in Australia providing integrated content, brand, and production services to enterprise clients across the same market.
- Ogilvy Australia: WPP-owned global creative and content agency with a substantial Australian operation, offering content marketing, brand strategy, and integrated production comparable to Medium Rare's service stack.
- Are Media: Australia's largest magazine publisher, offering advertisers premium audience access across its owned titles — a comparable media-network-driven model to Medium Rare's Qantas, DARE, and Company Director partnerships.
- Dentsu Creative Australia: Dentsu's creative and content arm in Australia, providing integrated content, brand, and media services to enterprise clients across the same verticals (retail, FMCG, government) as Medium Rare.
- Publicis Groupe Australia: Global holding company's Australian operations spanning creative, content, media, and digital services for major Australasian brands, with comparable full-service content marketing capabilities.
- TBWA Australia: Part of the global TBWA network, offering creative, content, media and brand strategy services to leading Australasian brands. A larger, broad-portfolio incumbent competing for the same enterprise content budgets.
Direct peers
- Thinkerbell: Australian-founded creative agency blending measured creativity with content production, brand strategy and social media services for major Australian and New Zealand enterprise clients.
- M+C Saatchi (Brainlabs) Australia: Australian creative and content agency with similar full-service content, media, and brand strategy offerings to enterprise clients across Australia. Operates in the same talent market and competes for the same brand-content budgets.
- BMF Advertising: Award-winning Australian creative and content agency with a comparable integrated content production and brand strategy model targeting leading Australasian brands, headquartered in Sydney.
- Bastion: Independent Australasian agency group offering creative, content, media, and production services to enterprise clients, often cited alongside Medium Rare for content-led brand work in the Australian market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Medium Rare Content Agency social profiles
Digital presenceMedium Rare Content Agency financial estimates
Financial estimateRevenue estimate
Valuation estimate
Medium Rare Content Agency leadership team
Management profileNumber of profiles
Profiles1 record
Medium Rare Content Agency funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Medium Rare Content Agency M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Medium Rare Content Agency
What does Medium Rare Content Agency do?
Medium Rare Content Agency is a full-service content and creative marketing agency that operates the exclusive advertising sales for five premium Australasian media networks (Qantas magazine & Travel Insider, David Jones Amplify, DARE Magazine, CommBank Connect, and Company Director magazine) and provides end-to-end content marketing services including content and channel strategy, owned media network building, brand reputation management, full-service content production across print, digital, video, audio and social formats, creative and platform development, social media management, talent and creator management, SEO/UX/CX content optimisation, distribution and amplification, and performance reporting for enterprise brands across Australia and New Zealand.
Is Medium Rare Content Agency a public or private company?
Medium Rare Content Agency is a private company. It is classified as corporate owned and is currently operating.
When was Medium Rare Content Agency founded?
Medium Rare Content Agency was founded in 2014. It employs 251 to 500 people.
Where is Medium Rare Content Agency based?
Medium Rare Content Agency is headquartered in Pyrmont, Australia, in the Oceania region.
How does Medium Rare Content Agency make money?
Two revenue lines are on record. Advertising sales across owned media networks are the primary driver. The others are content and creative services.
Who are Medium Rare Content Agency's main competitors?
Broad incumbents on record are DDB Group Australia, Ogilvy Australia, Are Media, Dentsu Creative Australia, Publicis Groupe Australia and TBWA Australia. Direct peers are Thinkerbell, M+C Saatchi (Brainlabs) Australia, BMF Advertising and Bastion.
Does Medium Rare Content Agency have an API?
No public API is recorded for Medium Rare Content Agency.
What industry is Medium Rare Content Agency in?
Medium Rare Content Agency's product category is Content Marketing Services. Its primary akta.pro industry code is MPAAAAAF, Content Marketing & Branded Content Agencies, with a secondary code of MPAAAAAA, Integrated Full-Service Creative Agencies. Its NAICS code is 5418 and its SIC code is 7311.