Why Rarefied Air?

We take your business personally.

In an era where so much has become transactional, something important has been lost across much of the industry.

When someone asks us, “Why should we work with you?” the answer is remarkably simple: we care more than any of your other partners.

Giving a sh*t is the rarest value-add in the media business.

Yes, we have world-class media buying strategies. Yes, we have some of the best relationships in the business. Yes, we’ve developed audience-targeting capabilities at a level few will ever fully understand. But none of that matters if we don’t take your business personally.

We take on very few clients because we invest significant time, energy, and attention into ensuring our campaigns succeed.

Rarefied Air was founded by entrepreneur Brian Kraff—seasoned, accomplished, and experienced after nearly 40 years of building companies, leading teams, and operating at the intersection of media, performance, technology, and growth.

Brian has founded and built seven companies, including scaling a full-service agency over two decades while serving more than 3,000 clients. That experience shaped the philosophy behind Rarefied Air: sophisticated strategy, disciplined execution, strong relationships, and performance that can be measured.

But Rarefied Air is not simply another agency.

It is the culmination of decades of experience, partnerships, and trusted industry relationships brought together into a more focused, higher-level model designed specifically for premium brands and affluent audiences.

After years of managing large teams and complex client engagements, we chose to narrow our focus exclusively to performance media buying, affluent audience targeting, and measurable business outcomes.

Our people are the difference.

What makes Rarefied Air different is not only the experience—it is the people behind it.

Over more than 20 years, we have built deep relationships with exceptional operators, strategists, creatives, media buyers, and industry leaders through partnerships, conferences, speaking engagements, and years of collaboration in high-performance environments. Many of those relationships evolved into lifelong friendships built on trust, mutual respect, and shared standards of excellence.

Rarefied Air was created by intentionally bringing together the best of those relationships, experiences, and capabilities into a highly curated collective.