Lyndelle O'Keefe
CEO at Match & Wood
Lyndelle O’Keefe is the co-founder and CEO of Match & Wood, one of the most successful independent agencies in the country. She began her career in holdcos and worked her way up through the media ranks, began specialising in strategy, and then co-founded Match & Wood 7 years ago with no foundation clients or external investors.
Under Lyndelle’s leadership, the agency has not only thrived but earned industry recognition, securing multiple awards including the coveted title of Mumbrella’s Media Agency of the Year. Her focus on nurturing talent means the agency is not only delivering exceptional results for clients but also shaping the next generation of industry leaders.
Career & Background
What inspired you to do what you are doing now?
Like many people I fell into media, and luckily it suited me! I was able to use some of my strengths (maths and english) and found they are incredibly useful for understanding technical media, as well as communicating with clarity and purpose.
I was also inspired by a cohort of incredible strategists in the mid-2000s. I worked my way into their agency in order to surround myself with the best thinkers I could find, and I learned so much.
Some years later I was persuaded to start Match & Wood by my husband Chris, who is a natural entrepreneur. The issue is, I am not! It took some convincing for me to see past my fears and jump in head-first, but it’s the best thing I’ve ever done.
Could you tell us a bit about your professional background?
My background is purely in media agencies. From my very first role as a Media Assistant at a holdco, I focused on learning everything I could about the process of media, why it’s important, and what we can do better.
Jumping to an independent strategy agency about six years into my career was a pivotal move that helped shaped my future focus. I then took what I’d learned back into holdcos, and for the next handful of years I managed being a mother of two and living & working in various markets around Australia. I learned to juggle pretty well as all mums do, but there were challenges for sure.
When we founded Match & Wood I had to expand my skillset even further, to encompass growing a business from scratch! Stretching myself in this way has been a combination of daunting and exhilarating, and everything in between. We are focused on future proofing the media agency offering; providing the right value to clients, being at the forefront of data analysis & usage, and acknowledging that AI and automation will commoditise execution which means strategic smarts are more valuable than ever.
Your favourite food for thought
Books
- Atomic Habits
- The Subtle Art of Not Giving a F***
- Ikigai
Podcasts / Thought Leaders
- Steve Bartlett – He interviews the most fasctinating and inspiring people, about everything from motivation and success, through to technology, culture, health and wellness
- Mel Robbins – she gives straight forward, pragmatic advice that allows women to step into their power
- Simon Sinek – goes without saying!
What drives and inspires you
What are your core values?
- Achievement
- Authenticity
- Perseverance
Who is your biggest inspiration and why?
My mum. She was selfless, supportive, and literally the strongest person I know. She was an immigrant who came to Australia with nothing, she helped so many people and dealt with so much in her life including being a carer for my dad for 30 years following a catastrophic brain injury. She was tiny but mighty, inspirationally healthy, and the kindest person I have ever known.
You as a Mentor
Why have you decided to become a mentor?
Helping talent to be their best and achieve great things is a very big motivator for me.
What are the top 5 skills or qualities you bring to mentoring?
- Connected
- Generous with time
- Intuitive
- Supportive
- Willing to be vulnerable
Ready to apply?
The best time is right now. Take a chance – you never know where an Assisterhood mentor can take you.