Rare blends with Hearts & Science

05/12/2019 - 14:50

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Rare blends with Hearts & Science
Rare managing director Callum Mackenzie (left), Hearts & Science managing director Richard Smith, Marketforce CEO Adam Marshall with key joint venture employees Emma Cooper and Paul Clayton.

Perth creative agency Rare has joined forces with one of the sector’s newest data and technology players, Omnicom Media Group’s Hearts & Science brand, to launch a media firm in Western Australia.

Called Rare Connect: Hearts & Science, the joint venture claims a data-science pedigree that better places it to deal with a rapidly evolving media landscape than traditional agencies that have had to keep adjusting as the pace of change has increased.

The Perth joint venture will represent the 26th city with a Hearts & Science office since it launched in New York in 2016. It will be the third Australian outlet.

Rare managing director Callum Mackenzie said the new venture would blend this data and technology-led approach with its existing creative talent.

“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,” he said.

Rare general manager innovation and growth, Paul Clayton, has been appointed general manager of the new joint venture.

Mr Clayton said while privacy was becoming increasingly important to consumers, there was still an appetite for data-driven personalisation in advertising. 

“We live in an on-demand world where content and entertainment is curated based on our personal tastes and interests. Customers are increasingly expecting brands to engage with them in similar ways – providing they’re doing so with appropriate data privacy policies,” Mr Clayton said.

“So, with this in mind, we’re creating a media agency built for a future in which connecting with people in meaningful ways is more effective than simply shouting at them through advertising.”

OMD WA head of client services Emma Cooper will take on the role of group communications director.

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