Justine Cullen to edit David Jones’s content portfolio at Medium Rare Content Agency

The founding editor of Elle Australia, Justine Cullen, has joined Medium Rare Content Agency as the editor-in-chief of David Jones’s content portfolio.

The custom publishing company, owned by News Corp Australia, launched Jones magazine in 2013 and it was recently appointed as David Jones’s content agency after a competitive tender.

In her new role, Cullen will be responsible for developing and implementing content strategies for David Jones across a number of platforms. These include Jones and Mr Jones magazines, digital and social content campaigns for key categories, as well as seasonal catalogues.

Cullen said: “I am thrilled to be joining Medium Rare to work with such an iconic and well-respected brand as David Jones. The media landscape is evolving rapidly and radically and, with its enviable distribution channels already engaging such a large sophisticated audience, David Jones represents the future of publishing.

“I’m excited about working with Medium Rare’s best-in-class teams to create a truly inspiring and dynamic content-meets-commerce experience that redefines the concept of fashion for a new era.”

Prior to launching Bauer Media’s Elle Australia in 2013, Cullen edited Shop Til You Drop.

Medium Rare Content Agency managing director Gerry Reynolds said: “Justine’s broad fashion media experience and proven track record for innovative thinking make her the perfect fit for creating inspiring and actionable content for David Jones’s valued customers. We are a business built on talent and Justine is a most welcome addition.”

David Jones’s general manager for marketing and communications Georgia Hack said: “We are truly excited to welcome Justine on board. It’s an exciting time for David Jones as we look to engage with our customers in new and innovative ways. We very much look forward to working with Justine and Medium Rare to develop, tailor and evolve content that inspires and empowers our customers while reinforcing David Jones’s position as the authority on fashion and style.”