Ryff virtual product placement company expands to Melbourne

Ashley Regan
By Ashley Regan | 24 June 2022
Image Source: Ryff

US-based virtual product placement company Ryff has appointed Michael Rees as senior vice president of sales and head of asia pacific.

Based in Melbourne, Rees brings over 20 years of experience in business development, strategy and planning from both a global and local perspective.

Rees spent the last eight years at Mirriad as the managing director of APAC business, where he grew business from existing partners and developed new markets, an impressive feat in a specialised sector that intersects media entertainment and emerging technology.

Garry Edwards, chief revenue officer, Ryff, said: “This region has a wealth of opportunities when it comes to product placement and brand integration.

“With Michael already possessing in-depth knowledge and experience in practicing business in this region, coupled with his extensive background with media technology from his prior roles, we’re eager to capitalise on his experience and insights to make Ryff the international leader in disrupting the traditional product placement space.”

As interest has been growing for more innovative brand integration opportunities, virtual product placement has been making waves due to its limitless possibilities of inserting brands into content after they’ve been finalised.

With the APAC region having a strong hold in entertainment and media, Ryff has been able to develop partnerships with media companies, most notably with ViuTV and expand its global footprint.

Rees said: "The future of advertising is here and now - I am thrilled to be joining Ryff at this exciting time in our industry and bringing this innovative technology to the region.”

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