Michael Cheffers.
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.
Michael Cheffers: Group business director at Ryvalmedia.
Time in current role:
9 months.
How would you describe what the company does?
Ryvalmedia uses data-first insights to help clients achieve their business outcomes. We offer expertise and services while being supported by global connections within Cosmo5. We cover GEO, Brand Building, Performance, AI and so much more. We champion our people and guide them in fulfilling their ambitions. Our relationships with publishers, technology partners and vendors are personable and collaborative.
What do you do day to day?
Within Ryvalmedia, I wear multiple hats to enable strategic thinking. This allows me to stretch, grow and challenge myself to achieve business outcomes. I manage multiple workstreams, including campaign execution, market updates/research, operations, and finance.
Define your job in one word:
Catalyst.
I got into my the industry because:
It was no accident that I wanted to be in this industry. I want to grow businesses and enrich people's lives.
What’s the biggest challenge you face in your role?
Navigating the fragmented and evolving landscape is exciting. We see progress faster than any previous generation. We must maintain a large amount of knowledge and ensure this is passed on and standardised.
What’s the biggest industry wide challenge you’d like to see tackled?
Peak bodies are affecting the ability to attract and retain talented people in agencies, marketing teams and publishers across Australia.
Who has been a great mentor to you and why?
My constant influence is my parents who taught me to be hardworking, honest and altruistic.
Words of advice for someone wanting a job like yours?
Culture Map + Marketing and Behavioural Science + Curious Mind.
If I wasn’t doing this for a living, I'd be:
A distiller of whiskey with a cellar door, a farm, and a connection to the community in a place near the woods and the ocean.
My philosophy is:
You buy cheap, you'll buy twice.
My favourite advert is:
Carlton Draught's Big Ad. What a time to experience that ad exclusively on broadcast TV when YouTube was in its infancy and Facebook was born in a dorm room a year earlier. There is so much creativity; you should just experience it.
Music and TV streaming habits:
My habits are wide and diverse for both. I'm watching Colin from Accounts, Alone, and the Matildas/Chelsea FC. Up the Tillies and Up the Chels! I'm listening to Angele, Spiritbox, and Samara Cyn.
What do you subscribe to?
Quality journalism, great storytelling, genuine point of view and a thirst for knowledge.
Tell us one thing people at work don’t know about you?
My most quoted show is The Simpsons.
In five years time I'll be:
Happy, healthy and wealthy.
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