R3 (marketing consultants)

R3 is a global marketing consultancy working with marketers and agencies.[1][2] Founded in 2002, R3 employs 100 professionals around the world.

R3
TypePrivate
IndustryManagement Consulting
Founded2002 (2002)
HeadquartersNew York
Key people
Shufen Goh, Greg Paull (founders)
ProductsManagement Consulting Services
Number of employees
100
Websitewww.rthree.com

History

Formation and early years

R3 was founded in 2002 by Shufen Goh and Greg Paull, and initially offered agency review, remuneration and relationship consulting services in Asia Pacific 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 and Shanghai. 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.[3]

Growth in client demand in North America and EMEA led R3 to establish offices in New York and London in 2016. In the United States, the company maintains consultants on the East and West Coast.[4][5]

Services

R3 offers consulting services in the areas of Marketing Consulting, Digital Transformation, Independent Research, Agency Selection and Compensation, Independent Media Auditing and Analysis.[6]

R3 provides consulting on digital transformation, programmatic, and marketing technology. The company’s founders explored the role of the CMO in digital transformation in their book Global CMO,[7] and the firm is a partner with the ANA on initiatives to develop and provide innovation and technology in marketing.[8] The company's long-term presence in China has also made it a frequent commentator on the country’s digital and social media landscape.[9][10][11]

The company conducts media and financial audits and are advocates in promoting greater transparency in marketing.[12][13][14]

Competitors

Given its broad range of services, R3 has a diverse group of competitors - from general management consultancies such as McKinsey & Company and A.T. Kearney, to more specific agency search and selection service providers and marketing performance management firms such as Ebiquity, Flock Consultants, and MediaLink.

Publications

The co-founders of R3 have published three books on the topic of marketing.[15][16]

References
  1. Maheshwari, Sapna (April 3, 2019). "Accenture Is Buying Droga5, an Ad Agency, Making a Bet on Creativity" – via NYTimes.com.
  2. "Banking On Creativity". Global Finance Magazine. 2020-06-12. Retrieved 2020-07-10.
  3. "Coca-Cola, Adidas and McDonald's lead Olympic perception in China: R3 | Marketing". Campaign Asia.
  4. "Just briefly: Account wins and people moves | PR Week".
  5. "Movers & Shakers: R3, Ad Club, #ShareTheMicNow and more | Campaign US".
  6. "R3 Worldwide – Improving Marketing Efficiency & Effectiveness". Rthree.com. Retrieved 2016-05-31.
  7. Rooney, Jenny. "The Chief Marketer's Role In Digital Transformation: Q&A With 'Global CMO' Author Greg Paull". Forbes.
  8. "Innovation And Technology Will Lead Brand Growth: ANA Report". www.ana.net.
  9. Handley, Lucy (November 19, 2019). "TikTok's owner ByteDance just beat Tencent and Baidu in digital ad revenue". CNBC.
  10. Business, Sherisse Pham, CNN. "TikTok is winning over millennials and Instagram stars as its popularity explodes". CNN.
  11. "Who Are China's Biggest Stars? R3's 'Celebrity Index' Uses Online Data to Find Out". Jing Daily. April 16, 2019.
  12. "Internal auditors set to probe marketers". Australian Financial Review. March 27, 2019.
  13. "Greg Paull of R3: what the ANA report really tells us about concealed media rebates". More About Advertising.
  14. Howarth (CMO), Brad; 02 April, 2019 07:29. "R3: Transparency is triggering a disconnect between agency and CMO". www.cmo.com.au.{{cite web}}: CS1 maint: numeric names: authors list (link)
  15. "What Will It Take to Be a China CMO in 2030?". adage.com. July 10, 2013.
  16. "APAC marketers reveal innovation concerns | WARC". origin.warc.com.
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