MediaSense has acquired R3, the creative and media advisory, as the UK-based media consultancy expands its remit and footprint to North America and Asia.
Founded 15 years ago by Graham Brown and Andy Pearch, MediaSense will now be able to advise clients across creative, content, media, data and technology.
R3’s co-founders, Greg Paull and Shufen Goh, will join the expanded business’ executive leadership team.
Both MediaSense and R3 will continue to operate under their existing brands “for now”, a spokesman for the company said.
MediaSense said its employee numbers will increase by 30% to over 230.
The deal comes within months of the consultancy acquiring PwC’s Marketing and Media Owner advisory team.
Analysis: Great consolidation comes to consultancies
The big post-pandemic story of media and advertising has been one of consolidation and today’s announcement shows this theme is far from over.
MediaSense was itself majority-acquired by private equity in 2021 and, since then, has sought to expand into a global media advisory and pitch management business for advertisers.
The acquisition of R3 is a big step forward; the business built 20 years ago by Paull and Goh are active in Singapore and the US — something that Apiary Capital (MediaSense’s majority owners) will be sure to tell prospective buyers as it prepares its own exit.
However, the successful integration of providing best-in-class media consultancy alongside creative and content is surely the bigger prize.
Within the last six months, there has been a surge in international advertisers calling “integrated” media and creative pitches.
There is a greater demand among major advertisers to work with agencies that can work across different marketing activities — a trend that could be bad news for domain specialists.
CEOs: Advertisers need ‘joined-up advice’
Brown, CEO at MediaSense, said: “Our growth ambitions are informed by listening to our clients’ current and future needs, and increasingly they require joined-up advice across disciplines and territories.
“With the acquisition of R3, we are expanding beyond media operations into marketing operations, adding content and creative capabilities, and significantly growing our presence in North America and Asia.”
Goh said: “In MediaSense, we have found the ideal partner with whom to grow, given our shared values and complementary service offerings across both capabilities and geographies. We are completely aligned on clients’ requirements for best-in-class advice and more integrated thinking in relation to their marketing organisations, external partners and governance over their marketing investments.”
Paull added: “The coming together of MediaSense and R3 creates a truly independent global advisory business. As one team, we have the ability to support brands with cross-discipline experience and intelligence as they transform their marketing organisations from the inside, and through agency, data and tech partnerships.”
