Richard Crapp.
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.
Richard Crapp: Co-Founder & chief growth officer at Furthr
Time in current role:
What do you do day to day?
I work closely with our new business and client partnerships teams to shape commercial opportunities, educate the market on Card Linked Offers (CLO), and help clients (Media Agencies, Marketers and Affiliate Agencies) understand what’s possible beyond traditional performance marketing.
As CLO is far more advanced overseas, a big part of my role is helping bridge that knowledge gap locally.
It’s equal parts strategy, partnerships and problem solving… usually somewhere between school drop-offs and pick-ups.
Define your job in one word:
Six years building Furthr, 14 years in media. Long enough to watch the industry reinvent itself several times, short enough that it still feels like we’re only getting started.
How would you describe what the company does?
Furthr is a transaction-linked performance marketing platform powering card-linked offers inside banking and fintech apps. We help brands connect with customers through cashback-driven campaigns with fully closed-loop measurement.Put simply: if you’ve opened your banking app and seen a cashback offer waiting for you, there’s a good chance we played a part in making it happen.As a single point-of-entry platform, Furthr gives brands scaled access to banking customers through one integration. Through partnerships with Visa, Mastercard and American Express, we currently reach more than 20 million banking customers across Australia and New Zealand.
What do you do day to day?
I work closely with our new business and client partnerships teams to shape commercial opportunities, educate the market on Card Linked Offers (CLO), and help clients (Media Agencies, Marketers and Affiliate Agencies) understand what’s possible beyond traditional performance marketing.
As CLO is far more advanced overseas, a big part of my role is helping bridge that knowledge gap locally.
It’s equal parts strategy, partnerships and problem solving… usually somewhere between school drop-offs and pick-ups.
Define your job in one word:
Connector
I got into the industry because:
I started my career in the agency world within People & Culture, which gave me a front-row seat to how the industry actually works. Building teams gave me a deep understanding of both agency and client pressures: the growth expectations CMOs carry, alongside the accountability CFOs increasingly expect around measurement and ROI.
That’s what drew me toward building solutions that better connect media investment to real commercial outcomes.
What’s the biggest challenge you face in your role?
Probably balancing the reality of building a new category while operating in the pace and pressure of a startup. A big part of the role is creating belief in a model that’s still relatively new locally, while simultaneously driving commercial growth, educating the market and delivering results fast.
What’s the biggest industry-wide challenge you’d like to see tackled?
Selfishly, I’d love to see the industry move toward more transparent measurement, stronger alignment between marketing and finance teams, and a greater focus on genuine commercial impact over vanity metrics.
Who has been a great mentor to you and why?
My wife Namita, without question. We met through the industry and she still impresses me daily with how she thinks, leads and handles people under pressure.
Some of the best mentoring I’ve had hasn’t happened in a boardroom. It’s happened in the car, on the sofa or more recently sitting outside our youngest son’s door taking turns shhh-ing him back to sleep while talking through work, leadership and life.
Words of advice for someone wanting a job like yours?
Don’t be afraid of hearing no and don’t get too attached to being known for one thing. The industry changes constantly, so adaptability matters. Stay humble, back yourself, and build trust, people ultimately back people.
If I wasn’t doing this for a living, I’d be:
I’d probably be running a coffee shop next to a golf course somewhere near the beach.
My philosophy is:
You can’t take it with you.
Work, ambition and success all matter, but so do the people around you and the moments that actually shape your life. Success means very little if you miss the point of living while chasing it.
My favourite advert is:
It's hard to pick just one, but I loved the series of David Beckham and Kevin Hart ads for SharkNinja. Beyond being genuinely entertaining, they tapped into something that feels very current: modern masculinity, friendship, humour and not taking yourself too seriously.
I got into the industry because:
I started my career in the agency world within People & Culture, which gave me a front-row seat to how the industry actually works. Building teams gave me a deep understanding of both agency and client pressures: the growth expectations CMOs carry, alongside the accountability CFOs increasingly expect around measurement and ROI.
That’s what drew me toward building solutions that better connect media investment to real commercial outcomes.
What’s the biggest challenge you face in your role?
Probably balancing the reality of building a new category while operating in the pace and pressure of a startup. A big part of the role is creating belief in a model that’s still relatively new locally, while simultaneously driving commercial growth, educating the market and delivering results fast.
What’s the biggest industry-wide challenge you’d like to see tackled?
Selfishly, I’d love to see the industry move toward more transparent measurement, stronger alignment between marketing and finance teams, and a greater focus on genuine commercial impact over vanity metrics.
Who has been a great mentor to you and why?
My wife Namita, without question. We met through the industry and she still impresses me daily with how she thinks, leads and handles people under pressure.
Some of the best mentoring I’ve had hasn’t happened in a boardroom. It’s happened in the car, on the sofa or more recently sitting outside our youngest son’s door taking turns shhh-ing him back to sleep while talking through work, leadership and life.
Words of advice for someone wanting a job like yours?
Don’t be afraid of hearing no and don’t get too attached to being known for one thing. The industry changes constantly, so adaptability matters. Stay humble, back yourself, and build trust, people ultimately back people.
If I wasn’t doing this for a living, I’d be:
I’d probably be running a coffee shop next to a golf course somewhere near the beach.
My philosophy is:
You can’t take it with you.
Work, ambition and success all matter, but so do the people around you and the moments that actually shape your life. Success means very little if you miss the point of living while chasing it.
My favourite advert is:
It's hard to pick just one, but I loved the series of David Beckham and Kevin Hart ads for SharkNinja. Beyond being genuinely entertaining, they tapped into something that feels very current: modern masculinity, friendship, humour and not taking yourself too seriously.
Also, I’m a HUGE Beckham fan, so I was probably always going to be sold.
Music and TV streaming habits:
Spotify Wrapped would have you believe I’m in the top 1% of The Wiggles listeners globally thanks to my kids.
Regarding TV, most people know I’m partial to a good rom-com; it's a foundational pillar of my marriage at this point.
What do you subscribe to?
Pretty much every streaming service imaginable.
In five years’ time I’ll be:
Music and TV streaming habits:
Spotify Wrapped would have you believe I’m in the top 1% of The Wiggles listeners globally thanks to my kids.
Regarding TV, most people know I’m partial to a good rom-com; it's a foundational pillar of my marriage at this point.
What do you subscribe to?
Pretty much every streaming service imaginable.
In five years’ time I’ll be:
Oh, that's a tough one!
Hopefully continuing to kick goals with Furthr whilst doing exciting work with great people, just with a slightly lower golf handicap!
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