Rare celebrates 21 years with its eyes firmly on the future

Rare celebrated its 21st birthday in style recently, bringing together 120+ clients, partners, friends and team members at Cypher, The Beaufort. Marking a 21st, a milestone typically reserved for people rather than businesses, was an intentional choice: a reminder that humanity remains the fundamental core of Rare. The night had an undeniable energy you rarely see at standard industry events, with guests feeling genuinely valued and part of the broader Rare story.

The agency’s origins trace back to a core belief championed by founding partners Callum Mackenzie and Brett Wheeler: putting people at the heart of everything they do. That founding philosophy was front and centre during the event, highlighted by a special presentation by Partner and Head of Technology & Innovation Shannon Murray, recognising Rare’s inaugural client, Bowra & O’Dea, for a partnership spanning more than two decades. Beyond a single milestone, the night highlighted Rare’s remarkable client longevity with the likes of Bedshed, ABN Group, ECU and Horizon Power, alongside deep-rooted supplier and staff relationships that give the agency its edge.

Pictured: Callum Mackenzie, Joe O’Dea, Debra Neve and Deanne McLeod.

Bridging this long-standing people-first heritage with the agency’s modern strategic direction, Partner and Head of Creative Liz Hammond introduced Rare’s new positioning: ‘We make brands more human.’

“‘To us, that means giving a brand heart and crafting something people don’t just see, but feel,” said Hammond. “This way of thinking is steering us towards compelling work and giving our clients a powerful competitive edge.”

Partner and Managing Director Simon Stewart (pictured below left) provided a candid reflection on the agency’s intensive two-year transformation journey that launched in 2023. Overhauling legacy systems, strengthening and growing core parts of the business and fully integrating strategy, experience, media and creative required serious grit, but the structural overhaul has paid off.

“To be completely frank, turning the ship around and tearing down those classic agency silos wasn’t easy, it took real determination from every single person in the business,” said Stewart. “But seeing strategy, experience, media and creative working as one true engine has completely transformed what we can deliver for our clients.”

That shift has delivered tangible commercial success for clients alongside major industry accolades. Rare was recently ranked Australia’s 14th best agency in Campaign Brief’s The Work, reinforced by strong recognition at the PADC and Oasis awards over the last 12 months, and anchored by the agency’s most stable, high-performing team to date.

While the 21-year milestone marks a major chapter in Rare’s story, the clear message from the night was one of forward momentum. Buoyed by a thrilling Freo Dockers win playing on the big screen, bringing together a diverse group bound by two decades of shared history created an atmosphere that kept the venue pumping until midnight. With a unified team now numbering 50, a new brand positioning and a fully integrated offering, Rare enters its next era with a clear signal to the market: they are only just getting started.