Simon Stewart appointed to Managing Director role at Rare Perth as co-founder Callum Mackenzie transitions to Executive Chair

After 21 years of sustained evolution and growth, Perth indie Rare has announced the next stage in its leadership journey, with Simon Stewart (pictured left) appointed Managing Director as co-founder Callum Mackenzie transitions into the newly created role of Executive Chair.

The leadership evolution comes at a time of significant momentum for the agency, which believes it is exceptionally well positioned to navigate one of the biggest periods of change the communications industry has seen.

Over the past 18 months, Rare has welcomed new client partners including Synergy, Rottnest Island Authority, Department of Health, Austal Ships, Capricorn Society and Construction Training Fund, while continuing to deepen long-standing relationships with clients including Bedshed, ECU, Bowra & O’Dea, DFES, Horizon Power, Mirvac, WA Primary Health Alliance and ABN Group.

That momentum has also been reflected in industry recognition, with Rare enjoying one of the strongest creative periods in its history, including an outstanding performance at the 2025 PADC Skulls Awards, their first win at the Australian Web Awards and four Best of Year awards at the 2026 Campaign Brief WA Creative Awards.

For Mackenzie (pictured right), however, those achievements are simply a reflection of something much bigger.

“Awards are wonderful recognition, but they have always been a nice outcome, not the goal,” Mackenzie said. “Rare has been built over 21 years by people. Special clients who backed us when we were four people and just starting out. Partners across media, production and technology who have grown alongside us. And most importantly, an extraordinary team that has continued to evolve, challenge itself and help shape the business we have become.”

Today Rare offers its broadest integrated capability in its history, bringing together strategy, customer experience, creative, media, production, technology & innovation and client leadership.

At the centre of that capability is a six-partner ownership group whose combined experience reflects Rare’s long-term commitment to growing leaders from within. All six partners have been with the agency for more than a decade, including Mackenzie and Stewart alongside Liz Hammond (Creative), Brett Wheeler (Production), Shannon Murray (Technology & Innovation) and Adam Copple-Smith (Finance & Transformation).

Stewart was unanimously nominated for the role by Rare’s partner group, who will each step up in their own areas as the agency enters its next chapter.

Supporting the partners is one of Perth’s strongest Senior Leadership Teams, including Director of Strategy Tim Woodsmith, General Manager of Media Joe Purdy, Group Business Directors Claire Bassula and Christos Cardovillis, together with Associate Creative Director Rob Mead.

As AI reshapes communications, global holding companies continue to consolidate and indie agencies increasingly challenge the traditional market, Mackenzie believes the timing is right for Rare’s next evolution.

“This isn’t a succession plan,” Mackenzie said. “It’s a growth plan. And I have never been more excited about Rare than I am today. We have exceptional people, exceptional clients and the broadest capability we have ever offered. More importantly, we have built a leadership team that gives me enormous confidence in Rare’s future.”

In his new role as Executive Chair, Mackenzie will focus on agency growth, key industry relationships, mentoring Stewart through a structured leadership transition and helping guide the continued evolution of the business while continuing to strengthen Rare’s collaborative leadership model. He will also continue his role as a Director of the Advertising Council Australia, now representing both Western Australia and South Australia.

“21 years ago we set out to build an agency. Looking back, I realise what we have really built is a team of extraordinary people,” Mackenzie said.

“One day you realise your job is no longer to lead everything. It is to help others lead. We have built a business with the leadership, capability and culture to keep evolving. The exciting part is that the next chapter will be written by the people who helped build this one.”

Stewart, who has spent the past 13 years helping shape Rare’s client and commercial growth across government, commercial and not-for-profit sectors, will lead the business operationally, focusing on commercial performance, integration across the agency’s specialist disciplines and major client relationships.

“Rare has never stood still. That’s what has kept me engaged and excited throughout my entire journey. Every stage of our growth has come from listening to clients, investing in great people, making some tough decisions and being prepared to evolve before we have to,” Stewart said.

“As I step into this role, I’m excited to build on the momentum we have created together across government, commercial and not-for-profit clients. My role is to bring together the very best of Rare across strategy, CX, creative, media, technology, production and client leadership, so we can continue to grow alongside our clients.”