Rare launches ‘media agency of the future’
To keep pace with the ever-changing marketing and media landscape, Rare has joined forces with one of the world’s most dynamic data and technology agencies to launch its own media offering – Rare Connect: Hearts & Science.
Powered by Omnicom Media Group’s Hearts & Science brand, which has Australian offices in Sydney, Melbourne and now Perth, Rare Connect: Hearts & Science is a full-service communications agency born out of a data-science pedigree.
Rare managing director Callum Mackenzie said Rare Connect: Hearts & Science will blend this data and technology-led approach with its existing multi-award-winning creative capability as Perth’s largest independently owned integrated agency.
“With corporates across all sectors investing heavily in data-driven decision making, we felt the time was right for Rare to join forces with one of the most dynamic data and technology offerings in the market,” Mackenzie added.
The Rare Connect: Hearts & Science capability will combine scale with precision, underpinned by leading transparency around data governance and digital media buying.
“This is a media agency built for a future in which attracting audiences is more important than delivering messages,” said Mackenzie.
Emma Cooper will step into the role of Group Communications Director, Rare Connect: Hearts & Science, in addition to her OMD role. Cooper will play a vital role in creating value for clients, supported by a dedicated team at Rare.
As General Manager, Rare Connect, Paul Clayton will lead the integration of the new offering with Rare, whilst leveraging the group’s data science capability to develop new products and services for the agency.
Rare Connect: Hearts & Science was launched to a strong gathering of key Perth media representatives, as well as Rare clients at The Melbourne Hotel on Friday, with Richard Smith, Managing Director, Hearts & Science, Melbourne, also in attendance.
Mackenzie said this is the latest in a series of initiatives to position Rare for the future, following a brand evolution and major office extension.
