MediaSense, an independent global media advisor, has announced its acquisition of R3, a creative and media advisory specialist. This move marks a significant expansion of MediaSense's global footprint, particularly in North America and Asia. It is the second major growth deal for MediaSense in six months, following its acquisition of PwC’s Marketing & Media advisory team in May 2024.

The acquisition of R3 allows MediaSense to extend its services beyond media operations into marketing operations, including content and creative capabilities. This strategic move is in response to the evolving needs of clients who increasingly require integrated advice across disciplines and territories.

"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. "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."

The deal will see MediaSense's employee numbers increase by 30% to over 230, with R3’s co-founders, Greg Paull and Shufen Goh, joining the expanded business’s executive leadership team. Both MediaSense and R3 will continue to operate under their existing brands for the time being.

"The coming together of MediaSense and R3 creates a truly independent global advisory business," said Greg Paull, Co-Founder and Principal at R3. "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."

The acquisition of R3 will also add marketing operations advisory capabilities and significant expansion into North America and Asia to MediaSense. The company recently advised on Amazon & Unilever’s multi-billion global media reviews and will now support brands spending in excess of $60 billion post-acquisition.

"In MediaSense we have found the ideal partner with whom to grow, given our shared values and complimentary service offerings, across both capabilities and geographies," said Shufen Goh, Co-Founder and Principal at R3. "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."