Dive Brief:
- MediaSense, the independent U.K.-based media advisor, has acquired consultant R3 to expand its global footprint and capabilities related to creative and content management, according to a press release. Terms of the transaction were not disclosed.
- The deal grows MediaSense’s footprint in North America and Asia and will increase its total headcount by 30% to over 230 employees. Greg Paull and Shufen Goh, R3’s co-founders, are joining the combined company’s executive leadership team.
- Snapping up R3 follows the purchase of PwC’s U.K. marketing and media advisory arm earlier this year. MediaSense has recently overseen major media account reviews for Unilever and Amazon.
Dive Insight:
Buying R3 advances two strategic goals for MediaSense: establishing a stronger presence in North America and Asia, two massive advertising markets, and broadening advisory capabilities beyond the media realm into marketing services areas like creative and content management. Consultant R3 is known for leading large agency account reviews, as well as providing industry research and analysis. R3 and MediaSense will continue operating under their existing names for the time being.
“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,” said Graham Brown, CEO at MediaSense, in a press statement.
This the second bit of dealmaking from MediaSense in the past six months. The PwC acquisition from May was focused on providing greater scale and financial compliance know-how. It brought over 50 employees to MediaSense, including Sam Tomlinson, who is now chief client officer.
MediaSense, founded in 2009, is ramping up activity three years after private equity firm Apiary Capital acquired a significant stake in the business. The media advisor has made a splash in 2024 thanks to its hand in closely watched account reviews for Unilever and Amazon.
The Amazon switch-up drew a large amount of commentary, with some industry watchers going as far as to describe it as “the global media pitch of the decade.” Amazon is one of the top ad spenders in the world and ended up splitting up duties between WPP and Omnicom.
