Marketing Interactive – In November 2024, independent global media advisor MediaSense acquired R3, the creative and media advisory born out of Singapore, for an undisclosed sum. The deal included R3’s global footprint across North America and Asia but notably excluded its China entity.
Three months on, MARKETING-INTERACTIVE sat down with R3 founder Goh Shufen and MediaSense CEO Jamie Posnanski to discuss the agency’s future in APAC.
Posnanski, a veteran in large-scale marketing transformations with stints at avVenta and Accenture Song, said the focus since the acquisition has been on “unifying, integrating and aligning” the business.
“We are going to unify as one business. It’s not going to be separate P&Ls. I’ve seen the damage associated with that, and so we’re in the process now of re-imagining, and resetting the overall vision under a very unified brand, a unified company, a unified culture,” Posnanski said.
When asked if that means a possible rebrand of R3, he said its all under consideration right now but that as CEO of MediaSense, he is being “very deliberate in the way he is honouring” the DNA of what has made R3 so successful in the region.
A large part of that, he says is because of the founders Goh and Greg Paull and the relationships they have built.
“So, the last thing we’d want to do is come in and do anything that’s going to tarnish what’s actually been so successful,” he said. Posnanski is also a big advocate of local relevancy.
