Rare takes out the Agency of the Year award at the 2021 Campaign Brief WA Awards

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Rare takes out the Agency of the Year award at the 2021 Campaign Brief WA Awards

“Always a bridesmaid, never a bride.” Rare has been a finalist or runner-up for the WA Agency of the Year title at the Campaign Brief Perth Awards for most of its 16-year existence. The agency was runner-up last year, but this year they go one better and it is Rare’s time to be added to the prestigious roll of honour for this highly sought after award.


2020 really was a year like no other in history. Our world literally changed in front of our eyes. And it happened overnight. No one could have foreseen the impact that Covid-19 has had on our lives, and on the way we do business.

If 2019 was a year to forget economically, 2020 is a year we will never forget for what was achieved in extraordinary circumstances.

Some 16 years ago when Rare opened their doors, they did it without fanfare; without one or two of Perth’s largest clients already on the books; and without the added kudos of being legends of industry breaking away on their own from the famous mothership.

Since that day Rare has consistently demonstrated that it is one of the best run agency businesses in Perth and today, Rare is one of the three largest agencies in the market with 45 staff.

Financially Rare’s 2020 business outperformed all expectations and that was achieved without the help of Federal Government subsidies, cost cutting, mandatory closures or 4-day weeks.

“We believe we are a growth business; we focus on this with our clients and suppliers, and it reflects on ourselves. We remain optimistic whatever the challenge and this has enabled us to achieve what we have for our clients and ourselves,” said agency co-founder and Managing Director, Callum Mackenzie.

“One thing that Covid-19 brought was a fear of the unknown, a reliance on what works. For those with good relationships and strong track records, that meant clients partnered ever more closely with their agencies. For Rare this was vital. It ensured that the base of our business remained stable and strong, enabling us to manage whatever Covid-19 threw at us while delivering a sustained high level of quality work and still be able to target new clients whilst holding on to those that we have.”

For Rare, 2020 was one of its most successful years ever with respect to new business growth. They won significantly more pitches than they lost, they have had more non-competitive in-bound enquires than ever leading to the signing of over 25 new clients to the business, 12 of which can be considered as major wins with ongoing revenue streams. Full story in the special Campaign Brief WA Awards issue, out next week.

View the finalist for the WA industry’s top Agency award here.

Yesterday’s awards announcements also included Wunderman Thompson’s Perth managing partner Gavin Bain being named Advertising Person of the Year; Mental Health Commission WA announced as Advertiser of the Year; Initiative were named the Media Agency of the Year for ther 4th year in a row; oOh!Media was voted Media Organisation of the Year; and Longreach took out the Challenger/Specialist Agency of the Year.

View Winners of all categories

Rare takes out the Agency of the Year award at the 2021 Campaign Brief WA Awards Rare takes out the Agency of the Year award at the 2021 Campaign Brief WA Awards