R3 (Marketing Consultants)
R3 is a global marketing consultancy. R3 specialises in helping its clients to improve marketing effectiveness and efficiency through the use of its 3 core services; Agency Review, Agency Remuneration and Agency Relationships. R3 was founded in 2002 with Headquarters based in Beijing and Singapore, and since then has expanded its global reach with additional offices in the United States.
History
Formation and early years
R3 was founded in 2002 in Singapore by Goh Shu Fen and Greg Paull, and initially offered agency review, remuneration and relationship consulting services to a core of blue chip clients including Coca Cola and Samsung.
By 2005, growth in the volume of R3's business in China made it necessary to establish a WFOE (Wholly Foreign Owned Enterprise) in Beijing, headed by Greg Paull. The consultancy moved quickly to expand and consolidate its research capabilities in China with local companies to develop its understanding of the market and its consumers. In this way, R3 was able to secure business from official 2008 Beijing Olympic Sponsors to help prepare and monitor the effectiveness of their marketing campaigns.
Mergers and Alliances
In 2010, given the need for stronger US support for R3's growing list of global clients, the company merged with Jones Lundin Beals a US based search and compensation consultant. This new alliance qualified R3 as a global marketing consultant, with new offices in New York, Chicago and Miami.
R3’s 2010 merger with Jones Lundin Beals has given R3:JLB a competitive edge in the agency review, remuneration and relationship market with more than 40 years combined experience on a global scale. While R3's competitors can also offer media auditing capabilities, they have not yet successfully penetrated the market for offering creative and digital marketing relationship consulting globally.
In 2010, R3 also forged a strategic partnership with US based MarketingNPV to provide ROI consulting and services to companies in key Asian markets.
Areas of Expertise
Since 2002 R3 has developed specialist processes and consulting services in the areas of
- Agency Review
- Agency Remuneration
- Agency relationship consulting
More recently, R3 has striven to meet the developing needs of its clients through the creation of additional services including;
- Return on Media
- Return on Sponsorship
- Return on Investment
Press Coverage
R3 has been mentioned in many industry related publications including Campaign Asia, PR Newswire and WARC.
In November 2010, R3 issued a statement from its research into the average length of agency-client relationships in China, citing only 2.5 years compared to 6.8 years in the US and Europe
Competitors
Given the broad range of services, R3 has a diverse group of competitors – from general management consultancies such as McKinsey and AT Kearnyto more specific agency search and selection service providers including Pile & Company and Rojek Consulting
See also
- R3 study: China Mobile, Nike top Chinese brand rankings WARC, March 22, 2010
- R3 study: China marketers employing more agencies than ever before Campaign Asia, March 12, 2010
- R3 study: Which Brands Are Loved by Chinese Consumers? Advertising Age, March 3, 2010
- SPIKES: R3 on agency/client future in India and China Campaign Asia, September 16, 2009
- R3 study: Star Status Isn't Enough to Impress Chinese Consumers Advertising Age, February 25, 2009
- R3 data: ad cutbacks to be more severe than expected ADWEEK, October 20, 2008
- R3 voice on marketing budget: In Asia,Too, Marketing Budget Face Pinch WSJ, October 20, 2008
- to speak at 2008 Cannes Lions TAXI, June 11, 2008
- R3 POV: LEARNING FROM LOCAL - INSIGHTS FROM CHINA’S 204,000 AGENCIES Blog Campaign Asia, September 7, 2010
- R3 POV: Getting ROI From Digital R3 website, August 2010
- R3 Principal Interview: Interview with Goh Shu Fen @ APPIES MFP, May 20, 2010