MediaSense acquires R3, expanding global presence

Global media consulting firm MediaSense has broadened its reach across North America and Asia by acquiring R3, a specialist in creative and media advisory. This acquisition marks MediaSense’s second major expansion in half a year, following its earlier purchase of PwC’s Marketing & Media advisory division in May 2024. The integration of R3 allows MediaSense to offer a wider range of services, now extending into marketing operations, including creative and content management.

The acquisition aligns with MediaSense's growth strategy, established after Apiary Capital's investment in the firm in 2021. This development enhances MediaSense's capabilities, positioning it to help clients improve effectiveness within a connected marketing ecosystem that increasingly demands unified management across media, data, content, and technology.

While MediaSense’s previous acquisition of PwC’s team bolstered its financial compliance services, the addition of R3 strengthens its advisory expertise in marketing operations and bolsters its influence in North America and Asia. MediaSense now supports clients with combined media spending of over $60 billion, including advisory roles for companies like Amazon and Unilever. The company will see a 30% rise in staff, reaching more than 230 employees, with R3 co-founders Greg Paull and Shufen Goh joining the leadership team.

Both companies will maintain their individual brands for now. MediaSense CEO Graham Brown emphasized that this acquisition aligns with client demand for holistic guidance across various sectors and regions. He highlighted the alignment in values with R3, citing both companies’ commitment to value creation and effective client support.

Greg Paull of R3 expressed enthusiasm about the merger, noting that together they form a comprehensive, independent global advisory firm capable of supporting client transformations in marketing through robust partnerships and expertise. Shufen Goh echoed the sentiment, emphasizing shared goals and values, with both companies striving to provide best-in-class support for clients' marketing organizations and investments.