Rare and Hearts & Science WA are evolving, and with change comes the next generation of leadership. Newly appointed Tim Woodsmith (Director of Strategy) and Sam Cochrane (Digital Media Director) bring world-class expertise in brand, experience, and media strategy, shaping how our clients connect and grow. With Tim driving strategic thinking and Sam diving into digital media, Rare and its media partner, Hearts & Science WA are focussed on bringing the kind of thinking that doesn’t just move the needle, but changes the game.
Building on this momentum, our Board has also announced a Senior Leadership Team (SLT) to steer Rare’s future while staying true to what makes us different. Joe Purdy (Hearts & Science GM), Ellie Cornford (Operations Director), Rob Mead (Head of Art), and Bronte Davy (Business Growth Director) have stepped into key leadership roles, ensuring Rare’s independence continues to drive creativity, collaboration, and impact.
Tim isn’t your run-of-the-mill strategist. With a career spanning The Monkeys, Accenture Song, and some of Australia’s most iconic brands, he’s spent the last 15 years proving that great strategy doesn’t just shape marketing – it shapes experiences.
From redefining NRMA as a ‘Help’ company to working on Tourism Australia, Qantas, and UNICEF, Tim’s been behind some of the most memorable brand shifts in the industry. Now, he’s bringing that same vision to Rare, ensuring that our strategy doesn’t just get brands noticed, but makes them unforgettable.
“Rare reminded me of the best agencies I’ve worked with – driven, independent, and full of people who genuinely care,” Tim says. “The ambition here is real, and I can’t wait to help push our strategy offering even further.”
With eight years of experience in media planning, search marketing, and content strategy, Sam knows how to make digital campaigns sing. He’s worked with some of WA’s biggest names – including Lotterywest, John Hughes, Steel Blue, and City of Kalgoorlie – helping brands reach the right people in all the right places.
After stints at startups and global agencies, he’s landed at Hearts & Science WA, where he’s ready to shake things up.
“The partnership between Rare and Hearts & Science hits that sweet spot – big enough to make waves, independent enough to stay nimble. I’m excited to push what’s possible in media and help our clients get even better results,” Sam says.
As we continue to evolve, Tim, Sam and the SLT bring the kind of expertise that will take Rare, Hearts & Science WA – and our clients – to the next level. With Tim driving strategic thinking, Sam diving into digital media and SLT steering the path ahead, we are set to shake things up by elevating brands, and creating a lasting impact.
Rare Partner and Client Services Director, Simon Stewart, sees the added expertise as a game-changer for the agency.
“Great strategy and smart media don’t just elevate brands – they make them impossible to ignore. Tim and Sam bring a powerful mix of experience, creative thinking, and bold ideas that will push Rare and our clients forward in exciting new ways. We’re thrilled to have them on board.”
Rare is more than an agency – it’s a fiercely independent and values-driven creative force. To build on this foundation, we’re focused on ensuring Rare continues to be the agency that puts people at the heart of everything we do.
“Rare’s independence isn’t just a point of difference – it’s our strength. It allows us to be agile, values-driven, and always people-first. With this leadership team in place, we’re not just maintaining that legacy – we’re pushing it forward,” says Rare Partner and Creative Director, Liz Hammond.
Ready to sharpen your strategic edge and push the boundaries of what’s possible? Get in touch with our new business team, or explore career opportunities at Rare.
