Rare and Hearts & Science WA expand strategy and media with new senior leadership team and Tim Woodsmith + Sam Cochrane signings

Independent agency Rare is evolving – strengthening its strategic, media, and leadership firepower with key new appointments. Tim Woodsmith has joined as Director of Strategy, bringing world-class experience, and Sam Cochrane has stepped in as Digital Media Director, joining the Hearts & Science WA team, ready to push boundaries and drive impact.

At the same time, Rare has introduced a new Senior Leadership Team to shape the agency’s future while staying true to its independent spirit. Joe Purdy (GM, Hearts & Science), Ellie Cornford (Operations Director), Rob Mead (Head of Art), and Bronte Davy (Business Growth Director) have stepped into leadership roles.

Woodsmith joins Rare after leading experience strategy at Accenture Song and The Monkeys. He has played a key role in some of Australia’s most awarded brand transformations, such as NRMA, QANTAS, Tourism Australia and Unicef. A strategist with a passion for shaping not just what brands say, but how they’re experienced, Woodsmith is ready to push Rare’s strategy offering to new heights.

“Rare has that rare (no pun intended) mix – an independent spirit, an ambitious mindset, and a team that genuinely cares,” said Woodsmith. “The energy here is electric, and I’m excited to drive strategy that goes beyond marketing and truly makes an impact.”

Cochrane brings eight years of experience in media planning, search marketing, and digital strategy, having worked with Lotterywest, John Hughes, Steel Blue, and City of Kalgoorlie. With a background spanning startups and major agencies, Cochrane’s approach to digital media is all about innovation, impact, and staying ahead of the curve.

“Digital media moves fast, but Rare and H&S WA are the kind of team that moves with it,” Cochrane said. “I’m excited to push boundaries, test new ideas, and deliver real results for our clients in ways they haven’t seen before.”

Rare’s Client Services Director, Simon Stewart, said these leadership appointments reflect the agency’s continued growth and commitment to its independent, people-first approach.

“Tim and Sam bring the kind of thinking that challenges us – and our clients – to keep evolving,” Stewart said. “Tim’s ability to help businesses define, and deliver on their promise to customers, paired with Sam’s deep media expertise, strengthens our offering in a big way and will allow us to go beyond communications and embed our clients’ brands in the lives of their audiences.

At the same time, our new Senior Leadership Team ensures that Rare’s independence, creativity, and values remain at the centre of everything we do. It’s an exciting time for the agency, and I can’t wait to see what we achieve together.”

With these leaders in place, Rare is set to evolve its offering while delivering even greater creative and strategic impact for its clients.