Flybuys has appointed News Corp Australia's Medium Rare Content Agency as its content and social media agency of record.

Medium Rare will be responsible for developing social media strategy for the loyalty program, owned by Coles and Wesfarmer's, as well as creating and delivering social media content.

The Flybuys account will be led by Medium Rare’s head of social, Sarah Macrae, who joined the company in 2022 from We Are Social. The team will focus on planning 'always-on' social content across Flybuys’ Instagram, TikTok and Facebook accounts. They will also create relevant reactive content and work closely with the in-house social team as well as Flybuys’ integrated agency, Thinkerbell.

"We are delighted to be working with Medium Rare. Their expertise will amplify how Flybuys helps Australians get more of what they value beyond the check-out, by complementing our social media presence. We look forward to achieving great results together," said Head of Marketing, Flybuys, Jarrod Flood.

Managing Director, Medium Rare, Nick Smith, said: "We are thrilled to be working with Flybuys, a brand that holds a special place in many Australians hearts. We look forward to creating and delivering a social-first content strategy that will help members get the most out of the loyalty program through engaging and entertaining content," he said.

Medium Rare's client roster includes David Jones, Qantas, Foxtel and Commonwealth Bank.