Ryvalmedia Brisbane was established in June of 2021, following the acquisition of Power Media Plus by RyanCap – Simon Ryan‘s marketing and media communications parent company.
The full-service media agency was rebranded to Ryvalmedia Brisbane and represented a key strategic acquisition for the RyanCap Group with an expanded footprint in the Brisbane market.
Mark Power stepped in to lead the independent media agency as managing director at its establishment. He brought over 30 years of media experience, including 26 years working with some of Australia’s largest brands such as Coca-Cola, McDonald’s, Subway, Suncorp, and the Federal Government.
Power spoke to Mediaweek about leading the Ryvalmedia Brisbane team and clients, the agency’s growth and performance in 2022, and the key to winning new clients.
Power on being the axis of Ryvalmedia Brisbane
As managing director, Power oversees the delivery of the agency’s proposition to its clients, i.e. building brands for the new economy. He explained that he plays a part with each of the four stakeholders and that he is at the axis of where they all meet.
“We have our clients, and I oversee the service delivery to them; we have our staff, and I’m responsible for creating a working environment so they can flourish. We have the rest of the Ryvalmedia and RyanCap Group where I’m the main point of contact to leverage our group capability and be a net contributor to the broader group.
“And, of course, we have our media partners, and I oversee how we interact with them to connect their solutions to our client’s challenges.
Power noted that with his management, strategy, insights, and analytics background, he is “on the tools” when working with clients and said: “I like to be close to both the strategy and operations of the agency.”
Ryvalmedia Brisbane gives clients the best of both worlds
Power noted that Ryvalmedia stands apart from others because it has “the best of both worlds.”
“We have all the support and clout of a holding company, with the agility of an independent agency. I’m a firm believer that the connection between all the different parts of the funnel releases the value in marketing,” he said.
Power highlighted that Ryvalmedia is a digital-first, full-service media agency. When it comes to their key point of difference, it boiled down to the combination of the best technology solutions with their team’s industry experience.
“We use the best technology solutions, guided by our industry experience, to deliver services from the top of the funnel – like communication strategy and even focus group research – all the way through to offline media buying, the best data and programmatic offering in the market, the highest level of Google and Meta qualifications, to SEO and CRO,” he said.
“The consumers are exposed to every touch point, so it makes sense that one agency can deliver these capabilities to our clients. It’s everything the global holding companies say they can deliver but usually can’t because of their legacy structures and mindset,” Power added.
Simon Ryan, Kris Yule, Mark Power, Kathleen Banks and Ryvalmedia Brisbane’s digital director Milan Narayan
Reflecting on the successes of 2022
Looking back at Ryvalmedia Brisbane’s performance in 2022, Power shared that the agency had a big and successful year.
“We pretty much tripled in revenue, doubled the number of clients we have, tripled our staff numbers, and moved into a shiny new office – it was a big year!”
Power noted that being part of the RyanCap Group allowed the agency to pour all their focus on their clients with the knowledge that they had the operational infrastructure to meet their business challenges.
Power said the agency is poised to triple its revenue while building staff numbers. He noted that their momentum allows them to continue to refine and apply their product to market, all while attracting new clients and staff.
Power added that the agency has also been bolstered with senior staff appointments who align with its approach to the market.
“Kathleen Banks joined us in January and has decades of experience, and has proved to be a valuable asset to the team. We’ve also welcomed Kimi Teoh as digital manager to boost our digital offering for clients further.
“Kris Yule has taken on the head of client service and partnerships, and this ensures that we remain singularly focused on developing solutions for our clients’ challenges,” he said.
“Between the two of us, we have nearly 60 years of experience in the industry across multiple international markets. Our depth of experience sets us up well for the year ahead,” Power added.
The key to keeping and winning clients
Power noted that the agency had a significant portfolio of clients that had been with them before joining the RyanCap Group to form Ryvalmedia Brisbane.
Power recalled that its very first ad booking was for the Indian car manufacturer Mahindra, which was a strip ad in the Townsville Bulletin.
“Now, we are about to launch two new models nationally in the SUV category for them after developing their communication strategy and media approach to the market,” he revealed.
Power said while their primary client is Mahindra Australia, the agency’s team regularly engages with the car manufacturer’s global team based in Mumbai and recently sent a team member to spend valuable time with the international Mahindra marketing team.
Power also highlighted Nomad Coffee Group, Ignite Travel, All Hose, and RDO Equipment as valued foundation clients that have all continued to grow with the agency over the years.
The agency has been successful over the last few months in terms of new client wins, with Power revealing the agency won 15 new clients. Among them are Next Smile Australia, The Village Retirement Group, Boost Media International, Gardner Vaughan Group, McMillan Shakespeare Group, Shute Harbour Marina, Prices Plus, and Tile Collective.
When asked about the key to winning new clients, Power shared that he believed it was their clear communication and understanding of the value they can offer as an agency.
“In the new economy, clients are looking for solutions that are fit for purpose for their challenges, not the tired rehash of some global holding groups that they can’t relate to,” he said.
“Our experienced team and the fact that we’re Australian-owned and operated also resonates with clients when we meet them,” Power added.
Ryvalmedia Brisbane in the year ahead and the 2023 Brisbane Olympics
Looking to the year ahead, Power was optimistic about the outlook for Ryvalmedia Brisbane and the broader Ryvalmedia group as they continue to provide a service that “offers the best of both worlds.”
However, he cautioned that the agency would not rest on its laurels. Power said: “You’re only as good as your last strategy or media buy, so we know that we constantly need to deliver for our clients.”
As highlighted earlier, Power noted that the agency is looking to double its current staff numbers, but with the caveat of being selective of whom they bring into the fold.
“We need media professionals who look holistically at our clients’ challenges and think holistically about the Ryvalmedia solutions,” he added.
Looking further into the future, as the Brisbane Olympics loom in the distance, Power noted that the Queensland capital is where all the action will be.
“Businesses are looking for growth to capitalise on the nine years of optimism we’ve been awarded. Most businesses have the mindset that the 2032 Olympics are not the end game but rather a launching pad for their expansion beyond the closing ceremony.
“We’re positioned well, with the right product and experience, part of a dynamic company that’s built for the new economy and in a market that’s booming with confidence,” Power added of his optimistic outlook for Ryvalmedia Brisbane in the years.
–
Top image: Mark Power