Openpay appoints Ryvalmedia as media agency of record

Ryvalmedia has been appointed as the media agency for Australian Buy-Now, Pay-Later (BNPL) company Openpay, following a competitive account review. Ryvalmedia will be responsible for buying and planning.

Openpay has appointed Ryvalmedia as it increases its advertising spend to a reported $5 million, as part of its next phase of growth and expansion in Australia.

Managing director at Ryvalmedia, Joseph Pardillo said: “The Ryvalmedia team are delighted to welcome Openpay as our partner and play an intrinsic role in helping Openpay change the way people invest in goods and services more flexibly. Working alongside such sophisticated fintech-based organisations is challenging and complex but rewarding in a world where customers want much more frictionless and contactless experiences from brands and businesses.”

In addition to multi-channel planning and buying, Ryvalmedia’s responsibilities will include partnership activations, performance media, social, data, and analytics. The agency formally commenced in June, taking over from incumbent Atomic212.

Openpay, is a global payments fin-tech company, listed on the ASX, with local operations, as well as market presence in New Zealand, the UK, and the US, providing consumers with alternative BNPL solutions.

Simon Ryan & Joseph Pardillo

The fin-tech company is a smart budgeting tool, offering consumers “longer length, higher value payment plans across retail, health, home improvement, automotive, education, and membership”, according to a statement. Openpay also has a B2B SaaS end-to-end invoice management solution called OpyPro.

Openpay head of marketing APAC Bryan Leong, said: “The BNPL sector is growing rapidly, and Openpay was looking for the right strategic partner to support the next phase of growth for our business. Ryvalmedia impressed us with their expertise, balanced approach, and alignment to Openpay’s values. As we change the way that people pay, for the better, we are excited to have Ryvalmedia on board for this journey.”

The BNPL sector has seen significant growth in the past year, with the Reserve Bank of Australia estimating that transactions growing by around 55% in 2019/2020. Other BNPL services in the local market include Zip Pay, Afterpay and Klarna.

Pardillo continued: “As the use of alternative payment solutions at the checkout increase, the uptake of the BNPL model should also follow suit and is fast becoming a value-exchange customers are expecting from financial lenders when making purchases in the new economy.”

Last week, RyanCap acquired Power Media Plus, and independent media agency based in Brisbane, with. the agency then being rolled into Ryvalmedia’s capabilities, expanding the RyanCap footprint into the Brisbane market.

Tax and accounting business MYOB Australia appointed Ryvalmedia to its media account in May this year. 

RyanCap is the digital first marketing and media communications parent company launched by former Dentsu Aegis Network CEO, Simon Ryan in 2020, which limits its capabilities strictly to tech, data and media.

Ryvalmedia is led by Joseph Pardillo, who was appointed as managing director in July last year, soon after it was launched as the first agency under the RyanCap group name. Pardillo moved across from Carat, where he was managing director of the agency in Melbourne, also working under Ryan during his time at DAN and Carat.


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