R3 Acquires Advertising Intelligence Platform Adbrands

R3, a global independent marketing consultancy, announced today that it has acquired the advertising intelligence platform Adbrands.net (Adbrands).

Established in 1998, Adbrands assesses more than 1,000 leading advertisers, brands and agencies, and tracks account management for the world’s leading brands and companies.

The acquisition marks a continuation in R3’s investment in the analysis of the marketing landscape and tracking of client-agency partnerships, which the company has done through its Global, China and Asia Pacific Agency Family Trees, New Business League, and M&A League.

“We’ve always admired the depth of work that has gone into Adbrands and welcome 24 years of data and insight to the work that we do,” said Greg Paull, Co-founder & Principal at R3. “Our ambition for Adbrands is to enhance its current library of information with expert analysis and make it the marketing knowledge resource for marketers and procurement professionals.”

“The advertising landscape has transformed exponentially since Adbrands first launched more than two decades ago. There are more agencies, and more clients with more markets,” added Adbrands founder and publisher Simon Tesler. “Under R3’s stewardship, I am confident that Adbrands will be able to expand its unique offering and continue to be a valued source of industry knowledge.”

Under R3 management, Adbrands will continue to operate a freemium model, with premium data and analysis available to clients and subscribers. R3 will maintain Company Profiles which examines the business records, geographic strength, and comparative performance of holding companies and key agencies.

Profiles include strengths, weaknesses, history, up-to-date news and top-line financial information. R3 will also manage the Account Assignments database, which tracks new business wins worldwide.

Historically, Adbrands has covered developments in marketing across Agencies, Advertisers, Countries, and Sectors. Its Agency and Advertiser profiles highlight sales, revenue, positioning against key competitors, and reports events that might have impact on overall marketing strategy and performance.

Adbrands also maintains historical information on the world’s leading advertisers and hosts a collection of notable advertising campaigns.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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