Joseph Pardillo.
Our agency profile highlights media and creative agencies across the industry. This week, AdNews spoke with Joseph Pardillo, Managing Director of Ryvalmedia Melbourne.
Agency Name: Ryvalmedia
Description of agency: Ryvalmedia’s obsession in understanding and constantly adapting (with its client partners) the forever evolving ‘new economy’, has been the core motivation for its inception since 2020… With this, technology is essential and Ryvalmedia recognizes that businesses need agile partners that can leverage technology, to drive growth, and navigate the dynamic landscape of innovation and competition.
Fueling this ethos, Ryvalmedia places the consumer at the heart of everything it does… Guided by customer experiences and insights that is geared towards driving by business performance, delivering true media value and solutions, that ultimately drives real results for its client partners.
Team size: Melbourne – 45 People; Sydney – 7 People; Brisbane – 12 People
Office location/s: Headquartered in South Melbourne, Ryvalmedia also has key offices in the Sydney CBD as well as Fortitude Valley in Brisbane.
What makes your agency stand out?
Unequivocally, and unashamedly cliché, but it’s got to be our people and talent and the culture that they have built over time that makes us uniquely tick. Without the love and passion that everyone brings within our four walls, our brand identity and commitment to our fabulous client partners would not come to life in the way that it does!
And of course, the secret sauce is that not only are they great humans without their work-hats on, but in my unbiased opinion (wink) we are blessed with the most diverse array of experience, amazing creative thinkers, deep digital knowledge and superior data literacy all under the one roof!
Significant clients: Live Nation, bet365, Hisense, MyDeal, Toshiba, AnthemCo, Red Balloon, BIG4, Click Frenzy, ergoPouch, Mahindra, Steve Madden, Sleepmaker, Specialized, Ignite Travel, Deaf Lotteries, Openway Food Co, Guide Dogs, Eufy.
Most memorable/favourite campaign?
Was torn in plucking out a campaign I could call my favourite, but if I had to underline a recent one then it’d have to be the partnership that our Live Nation team activated in collaboration with Spotify – called “The Stage”!
The Stage idea birthed a new in-app sponsorship product that allowed Spotify to deliver meaningful and personalised rich-media content to their users to engage with, right on their platform – bringing mobile-first streamers frictionless access to branded and personalised content in an industry first execution.
Contextually, this was a no-brainer integration between Spotify users and the Live Nation brand meaning we were able to make a personalised gig guide based on the listening habits of each Spotify listener in Australia. With Live Nation’s vast array of artists and genres, they had the breadth and volume to execute a bespoke sponsorship on Spotify’s platform that would be led by huge international acts like Coldplay while also giving a voice to local Australian musicians like Amy Shark & Tones & I. Beyond music, Spotify’s recent push into podcasting also provided a base for Live Nation to market their comedy & live podcast tours.
It was a match made in heaven between Spotify and Live Nation culminating in a customised sponsorship build that included 72 artists that had planned to tour Australia... Plus the establishment of ‘listener personas’ to develop personalised playlists of Live Nation artist music and podcasts based on a user’s listening habits.
GO CHECK IT OUT for yourself!
The biggest opportunity your agency faces this year?
I always enter each year with renewed vigour and the thought of opportunities being an endless pot of gold, yet the biggest opportunity agencies face in 2025 could be translating how organisations harness the power of AI and automation to drive efficiency, creativity, and personalised customer experiences… Not exactly an epiphany here, but with businesses increasingly focusing on digital transformation, there’s a big opportunity to deliver innovative strategies that integrate cutting-edge tools like AI-driven analytics, generative AI, and seamless customer journey solutions.
And the biggest challenge?
It’s simple but if we cannot continue to deeply understand new economy trends and ensure we are well-equipped as an agency to stay one step ahead of these, then we can’t arm our client partners with the all the tools they need to win. So, retaining and growing our People and Talent wealth is a vital challenge yet one that is easier said than done. I believe it must be on top of our challenge list always, as by doing so it positions ourselves as more than just a media agency but rather up-stream strategic business partners for our clients and ensures we remain true to what we believe makes our agency stand out! Growing our Talents’ minds in particular and the challenge of building a learning and development culture around this, fuels new streams of business growth such as creating new service lines, expanding into untapped capabilities, or enhancing client ROI through innovative storytelling and data-driven strategies unlike no other.
What will be the key issue for the industry in 2025?
The one key issue for the media industry in 2025 (amongst all the uncertainties that currently engulf us around the world including Trump 2.0 and his knack of influencing every business sector beyond his own political spheres) has to be navigating the balance between personalisation and privacy in an increasingly data-driven world. As regulatory frameworks and potential new legislation become stricter, media agencies, vendors and companies alike will face even more complex challenges in leveraging customer data for targeted advertising and personalized content without violating privacy rights or losing consumer trust.
The Ryvalmedia Melbourne team.
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