Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Bianca Falloon: GM Sydney at Ryvalmedia
Time in current role/time at the company:
One year.
How would you describe what the company does?
We build brands for the new economy.
What do you do day-to-day?
Every day varies, but I’m very fortunate to lead an amazing team who are passionate about doing their best for our clients. With a strong focus on growing brands in the new economy I advise my clients on what it takes to succeed in today’s fast paced and digital orientated world, helping them to maximise the opportunity in the context of today and tomorrow.
Define your job in one word:
Multifaceted.
I got into advertising/ad tech/marketing etc because:
I left my role as a grad in a large investment bank due to the male dominated culture that didn’t align with my values. I went travelling for a year after being awarded a bonus for helping to set up a new trading system. Once I returned home, I decided I would give media a go as I did a few subjects at university and really enjoyed them - and the rest is history.
What’s the biggest challenge you face in your role?
Achieving balance - while servicing our clients, to ensuring the team are happy, to trying to exercise and stay healthy, and of course my husband and two daughters and school homework. It’s a cliché but there are literally not enough hours in the day.
What’s the biggest industry-wide challenge you’d like to see tackled?
After reading the recent report, 'Women in Media Industry Insight report 2023', which outlined the experiences of women who work in media, I’d be keen to understand if the same areas of concern ring true for our industry as well.
The report identified that “lack of opportunities” are the main obstacle to career progression, while 85% of surveyed women strongly believe that gender pay audits are the main issue that employers need to address. As an industry we do so much good, but that needs to transcend to our remarkable women by ensuring they receive equitable remuneration, access to career progression, ample opportunities, and support through training, coaching, and mentoring.
Previous industry related companies you have worked at:
Mitchells, PHD, Dentsu/Carat/Woolies@DAN
Notable ads/campaigns you have worked on:
The most recent would-be launching KIT Kids money app and smashing targets within the first five months of going live.
Who is/has been a great mentor to you and why?
Barry O’Brien. He really took me under his wing and showed me the ropes, a true gentleman, amazing operator. Nothing is ever too much trouble and always a great sounding board.
Words of advice for someone wanting a job like yours?
Say yes, take all the opportunities, don’t be afraid to fail and just be yourself.
If I wasn't doing this for a living, I'd be:
The next Edwina Tops-Alexander, show jumping my way around the globe.
My mantra / philosophy is:
You can’t put a price on memories.
My favourite advert is (and why):
Oh gosh so many, but I can’t go past the John Lewis Christmas Ads. Even my daughters look forward to them - obviously need to find them on YouTube! I find that they are always so emotional, maybe it’s the time of year, but it’s brilliant storytelling that makes you feel something.
Music and TV streaming habits. What do you subscribe to?
Spotify, Foxtel, Binge, Paramount +, Prime Video, Apple TV, Stan, Hayu, Disney+, Netflix, NFL Gamepass
Tell us one thing people at work don’t know about you?
There wouldn’t be much, I’m an open book and don’t hold much back.
In five years time, I'll be:
Thriving at Ryvalmedia.
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