Q1 2021 R3VIEW

ABOUT R3 R3 is a leader in global, regional and local consulting on improving the effectiveness and efficiency of marketers and their agencies. We work with twelve of the world’s top twenty marketers including Unilever, Samsung, Coca-Cola, Mastercard, Colgate, Procter & Gamble, BMW, Intel and Shell. www.rthree.com  linkedin.com/company/r3  twitter.com/R3WW 

Projects This Quarter

Global Agency Review

Q1 2021 r3view Welcome to the Q1 2021 R3VIEW, R3’s quarterly report on the marketing communications industry.

The marketing landscape has been shaken up, but the dust is settling. 2021 is all about doing the hard work that comes with change. Things are different from this vantage point—consumers are behaving differently, the hierarchy of media and retail platforms has shifted, agencies have been forced to restructure—but the challenges are not insurmountable. What it calls for is the willingness to make a plan, strategy informed by data, and the courage to get started.

In this issue, we highlight news and topics that have been of most interest to our clients and network. We hope they will be helpful to you.

Global Internal and External Analysis

China Agency Analysis

Global eCommerce Ratings Benchmarking

Asia Agency Review

In this R3VIEW, you’ll find: • R3’s 7 types of modern marketing organizations • The four biggest challenges for procurement in 2021 • Ways to build loyalty in a WFH world China Social Analysis

To receive regular insights in the form of data, articles and video, follow us on LinkedIn, Twitter and WeChat.

Q1 2021 R3VIEW

THE BIGGEST STORIES CMO Next 2021: 50 Marketers Transforming Business in a Changing World Forbes released its third annual list of fifty CMOs who are redefining the role. The list includes marketers from startups, nonprofits and multi-nationals. “Nearly half of this year’s CMO Next honorees were promoted to CMO or an equivalent role in their companies in 2020.

Meanwhile, another dozen were appointed CMO in 2019, giving them at least a few months to learn the lay of the land before it would all change,” writes Marty Swant. Read more on Forbes.

Facebook’s Tussle with Australia Over News Is Just the Beginning Publishers have been keeping a close eye on Facebook’s conflict in Australia, as the proposed News Media Bargaining Code has led to further investigation from regulators in Europe and the U.S. “Facebook’s deal with Australia gives it a path to avoid required payments to publishers for news content, so long as the company works toward reaching agreements with publishers on its own accord.” Read the full article on WSJ.

PR Giant Edelmen Has Hired Experts to Bring a ‘Moneyball’ Approach to PR The world’s largest independently owned PR firm is investing in data and analytics talent and resource as it gears up to compete for advertising budgets.

“Its data analytics gamble coincides with an aggressive push into creative... Edelman also built a 600-person creative and planning team, led by ad vets like former Leo Burnett exec Judy John and McCann vet Lee Maicon,” writes Sean Czarnecki at Business Insider. rthree.com

How Tech Giants Slashed Adspend by $1 Billion During the Pandemic Facebook, Amazon, Netflix and Google spent $20 billion on advertising in 2020, down 5.8% year on year. “It is important to note that companies that spent less on advertising in 2020 did not necessarily advertise less in terms of volume last year [as] the cost of advertising fell considerably across the biggest media channels – TV and online display,” writes Omar Oakes.

Read more on Campaign.

Omnicom and IPG Annual Reports Reveal the Extent of Covid-19 Job Cuts Omnicom and Interpublic slashed a combined 10,000 roles between them throughout 2020 as a direct consequence of the pandemic. “A question mark still hangs over the strength of WPP, Publicis Groupe, Dentsu and Havas, which have not yet divulged their headcount stats,” writes John Glenday at The Drum.

R3’s 7 Types of Modern Marketing Organizations Does your organizational chart reflect how you’re marketing?

Marketing transformation today involves more than shifting media spend, building the right martech stack, or selecting KPI-driven agency partners. Marketers who are serious about building effectiveness are looking internally to ensure their teams are structured in a way that can respond to the fast-paced requirements of digital and e-commerce. R3 has identified seven different types of modern marketing organizations used by leading companies.

Type

Marketing Goals

Priorities

Differences

Solve for the customer.

Steeped in buyer personas and personalized experiences.

Marketing as a dedicated function allows it to serve multiple internal “clients.”

Optimize product experience.

Add headcount and/or functions as needed.

Marketing organization flows through Product Marketing Managers.

Get people interested in your solution.

Scale top-of-funnel growth.

Creative team is key – the head of the creative team reports to the CEO.

Build on awareness of your product.

Service as many leads as possible.

Team divided into relationships, demand, and product.

Transfer the culture everywhere.

Drive awareness and adoption, even internally.

Everything is based on merit. Very few titles exist, only team names.

Inbound

Elastic

ToFU

Funnel

Culture

Creative

Customer

Delivering a seamless experience.

Align marketing and merchandise for a holistic experience.

Nurturing customer retention.

Improve customer success while upselling new features.

Marketing is organized by disciplines across each category. The GM of each business line sets the overall objective.

Production, marketing, and strategy work as one to produce assets to support the rest of the organization.

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Q1 2021 R3VIEW

Q1 Resource From R3 Research and Reports R3port: Marketing Procurement-The Four Biggest Challenges for 2021 With significant mandates to drive efficiency and effectiveness across categories, we expect greater reliance on procurement capability to deliver data-driven analysis and recommendations that feed into strategic marketing decisions. Every bit counts. From dynamic resourcing to contract compliance, automation and technology, and addressing stakeholder interests, marketing procurement teams can expect their role in value creation to increase in the year ahead.

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R3port: The New Approach to WFH Loyalty Of consumers who have tried different brands, 73% intend to continue to incorporate the new brands into their routine. Gen Z and high earners are most prone to switching brands. Evolving consumer habits, like those that resulted from the pandemic, have highlighted the urgency for brands to rethink their loyalty program offerings.

In this report, we look at the nature of consumer loyalty in a socially distanced world and what marketers need to do to build trust, provide greater value, and deepen engagement.

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R3PORT: 2021 China Media Inflation Trends This is the 10th annual edition of the R3 China Media Inflation Report covering 2020 actual inflation and 2021 inflation forecasts. Digital advertising revenue grew by almost 23% in 2020, making short video, e-commerce, and social media the platforms most in demand by Chinese marketers. The report’s findings revealed double-digit growth in digital media, even as average media ratecard spend contracted by more than 15% in Q1 to Q3 due to COVID-19.

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2021 Global, APAC & China Agency Family Trees Our annual Global, APAC and China Agency Family Trees are now available to order in three postersizes.

Visit www.rthree.com/poster-order to place your order. Standard PDF copies are available upon request www.rthree.com/contact-us

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What Technologies Are Driving Engagement Online?

More than half (52%) of US consumers believe they can shop online for almost 100% of the products or services they need, up from 48% feeling that way last year, reports GfK. With personal screens becoming shop fronts, what best practices can be applied to technologies that are attracting, engaging, and converting shoppers online?

Visual Search Early adopters that redesign their websites to support visual and voice search will increase their digital commerce revenue by 30%. - Gartner • Build an arsenal of high-quality images. Feed your visual search engine the assets it

needs to become an accurate “visual vocabulary” for visual searchers.

• Mark up your images properly. Google’s guides are the gold standard.

• Work on image text and include images in your sitemaps.

Voice Search 36% of U.S. smart-speaker owners have increased their use of their devices for news and information as a result of the pandemic – NPR & Edison Research • Build your bank of consumer use cases. Design your user experience around customer

insight and map that to the channel’s capabilities.

• Acknowledge SEO guidelines related to spoken word search behaviors and

informational needs.

• Get your content to appear as a featured snippet on Google.

Short-Form Video

Consumers are almost twice as likely to watch a six-second ad until the end as they are a traditional 30-second ad – Realeyes • Have clear branding at the end. In a six-second spot, this leads to an 8% increase in

viewers wanting to know more.

• Packshots lead to an average increase in happiness of 19%.

• Mobile audiences are 26% more attentive than those viewers watching on their

laptops and desktop devices.

Augmented Reality

55% of consumers think AR makes the shopping experience more exciting - Deloitte • Center the AR experience around telling a product’s story. Allow people to discover in-

depth information about the items they can buy.

• Use AR technologies like LiDAR and Simultaneous Localization and Mapping (SLAM) to create a realistic shopping experience. This can increase conversion and reduce returns.

• When designing experiences, take into consideration emotional connection. Provide opportunities for people to be active participants, not just spectators.

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Q1 2021 R3VIEW

Data-Driven Loyalty in a WFH World Evolving consumer habits resulting from the pandemic have highlighted the urgency for brands to rethink their loyalty program offerings.

The best loyalty programs are connected seamlessly to customer databases, and these are managed in such a way as to ensure that useful information is not only collected but utilized to increase sales and improve the customer journey.

Consumer response to economic pressures, store closings, and changing priorities 75%

of US consumers are trying a new shopping behavior.

36%

of consumers are trying new product brands.

25%

are incorporating new private-label brands.

1. Put Your Data to Work

Never waste an opportunity to gain insights about a customer. Best-practice loyalty programs do this by offering a choice of services or treatments, with the choice itself designed to reveal something about a customer. Then use the data to analyze and segment your customer profiles to understand members by value.

2. Allow Your Customer to PresenT Solutions

Source: McKinsey (2020)

Customer service is all about memorable interactions between brand and consumer. If a person finds a brand unhelpful, chances are they will gravitate towards competitors. 88% of customers expect a response within 60 minutes. 30% of them expect a response within 15 minutes or less. Because of this reality, one of the best ways to offer customer service is by creating a self-service help center. This gives people an easily accessible forum to ask questions, raise their concerns and find solutions. Not only does this give people a way to address issues in a proactive manner, data collected from interactions can inform strategy on products and services.

3. Use Openness to Enrich Your Data Pool Consumers want your loyalty service or program to work with others. The more open your system is, the more beneficial it is to existing customers and your business. An example is the Royal Bank of Canada’s RBC Rewards program, which allows members to freely exchange points with the Esso Extra Program. The main benefit of a loyalty program for the marketer is cross-category insights on individual customers, so the more choices the consumer-member has, the better.

R3 Report: For more on developing customer loyalty strategies in a WFH world, request “The New Approach to WFH Loyalty” report.

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New Business League - YTD 2020 Havas Worldwide was the top performing agency globally in Creative new business in 2020, moving up from third place the previous year. Droga5, VMLY&R, Isobar, and Ogilvy follow, making up the top five.

Notably, Droga5 has moved ten places in R3’s new business league in the past twelve months, winning global accounts for Airbnb and Huggies. VMLY&R leapt from twentieth spot to third, finding its stride since restructuring in 2018.

2020 CREATIVE AGENCIES NEW BUSINESS LEAGUE Global / December 2020

Rank This Rank Last month Month

AGENCY

Recent WINS

ESTIMATED YTD WIN REVENUE (USD $ m)

Recent Losses

ESTIMATED YTD WIN REVENUE (USD $ m)

Number of wins

Altarea Cogedim France Project, Bureau Veritas US, Grupo Petropolis Brazil

111.7

Peugeot Global

93.7

222

Droga5

AirBNB Global, Kimberly Clark (Huggies) Global, Molson Coors US

96.4

Dos Equis US

91.9

15

2

VMLY&R

European Commission Germany Project, Colgate Singapore Project, P&G - Downy Indonesia Project

97.3

Bumble Bee US

88.7

162

4

5

Isobar

Garnier Denmark Project, Mester Gronn As Norway Project, Diageo - Mexico Project

80.1

79.8

291

5

8

Ogilvy

Heisen China, Bose Corp China, Yum! Pizza Hut Indonesia

85.0

Kimberly Clark (Huggies) Global

76.7

410

6

6

Wunderman Thompson

Unilever China, Yadea China project, Food Panda Thailand

73.5

Samsung UK CRM

70.3

252

7

7

Publicis

Absolut China Project, Guerlain China, Kiehl's Hong Kong Project

73.1

Aflac US

67.6

163

8

4

R/GA

Alcon US, Sanofi Project US, Uber Social US, Spotify CRM US, Siemens AG US

56.8

56.8

99

9

10

Grey Group

Hostess Brands US, Laive SA Peru, Nescafe 1+2 China, Office Depot Mexico, GSK Benlysta US Project

64.7

51.8

256

10

9

Huge

US Cellular US, Spotify US Project, Eargo US Project, Citrix US, UK

51.0

51.0

52

11

13

Dentsu

Herbalife Nutrition US, FAW Besturn China Project, Wuliangye China Project,

48.6

47.2

336

12

11

Deutsch

Powdr US, Lowe's US, Petsmart US, Walmart+ US

40.0

40.0

4

13

53

Wieden & Kennedy

Samsung Home Entertainment US, Evian US, Kraft Heinz Grey Poupon US

82.3

38.5

20

14

12

GSD&M

Capital One US

50.0

Popeyes US

37.5

1

15

14

FCB

BMW Group Mexico, Western Cape Government South Africa, BioXcel Therapeutics US

31.9

Whirlpool India

31.6

40

16

15

Le Pub (Publicis Group)

Heineken Global

30.0

30.0

1

17

16

Publicis Sapient

Mercedes-Benz China Project

28.2

28.1

40

18

17

Johannes Leonardo

Oscar Mayer, Kraft Mac & Cheese US, Vizzy Hard Seltzer

26.1

26.1

8

19

20

McCann WorldGroup

BMW India, American Express China Project, Softbank Japan Project

27.3

LinkedIn Australia

23.5

129

20

18

MullenLowe Group

Alsea Colombia, Fundación CardioInfantil Colombia, Chiper Colombia Project

27.8

US Cellular US

22.6

110

1,550.4

3,974

1

3

Havas Worldwide

2

1

3

AARP US

Kmart Australia

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Q1 2021 R3VIEW

Though the media new business landscape has been resilient, revenue from wins for the top five media agencies decreased by 27% compared to the previous year. MediaCom leads in new business wins, followed closely by Initiative, Wavemaker, Starcom, and OMD. This marks a shift in top performers, as MediaCom was the only agency to maintain a top-five position from the previous year.

2020 MEDIA AGENCIES NEW BUSINESS LEAGUE Global / December 2020 Rank This month

Rank Last Month

Agency

1

1

MediaCom

2

8

Initiative

3

2

Wavemaker

4

5

Starcom

5

3

6

Recent wins

Estimated YTD win revenue (Usd $ m)

Recent Losses

ESTIMATED overall YTD REVENUE (USD $ m)

Number of Wins

Warner Bros. Australia, Fanta, Sprite, Frestea, Nutriboost Indonesia Digital, LIDL Czech

137.8

Coke Singapore

121.7

344

T-Mobile US, Reckitt Benckiser Indonesia, Direct Assurance France

124.3

Reckitt Benckiser Hungary

120.3

126

UnionPay planning China, Slovak Telekom Slovakia, Cameo/Dr Oetker Italy

116.7

Bitburger/ Gerolsteiner Germany, Italy

101.7

277

Samsung US, Lidl France, goPuff US

117.4

Answear.com Poland

100.6

113

OMD

Schwarz Gruppe (Lidl & Kaufland) EMEA, AliExpress EMEA, Hepsi Burada Turkey

126.9

FCA Chile

91.5

345

4

PHD

South Tyrol Germany, Sovkombank Russia, A2A Italy

89.6

H&M UK

63.7

222

7

10

Havas Media

Sanofi US, Yum Brands Singapore, Oscaro.com France

92.3

Hasco-Lek Poland

59.8

107

8

6

Mindshare

Nippon Paints Pakistan, University of Melbourne Australia, Swiss Sense Netherlands

104.2

Galderma Americas

52.7

208

9

7

Zenith

10

9

Horizon Media

11

15

dentsu X

12

13

13

Nestle UK, H&M UK, EURO-net Poland

71.8

JPMorgan Chase US

46.9

101

Sprint Boost US, Orkin pest control US, Jenny Craig US, RMHDA US, Mayo Clinic SEM US

53.4

WW US

46.1

24

JPMorgan Chase Global, Galderma Americas, Galderma EMEA

46.5

Dongfeng Honda China

38.3

308

Carat

The Today Business Australia, Watsons Thailand, TAP Trading Thailand

67.9

Zott Poland

38.1

246

11

Omnicom Media Group

Sanofi Global ex US, Electrolux brands APAC, MEA

27.6

27.6

4

14

12

MediaHub

Little Moons UK, TracFone US, NBA US, Avrio Healthcare US

26.6

26.6

16

15

16

Digitas

Edgewell US, Hasbro US, Kellogg's UK

26.4

26.4

25

16

14

Vizeum

Spinmaster France, Swedish Match EMEA, British Columbia Gvt Canada, Premier Marketing Thailand

30.6

24.7

72

17

21

WPP

Unilever China, JPMorgan Chase Global

15.0

15.0

2

18

17

Hearts & Science

Reckitt Benckiser US, Auto Trade, Kelley Blue Book US

13.2

13.2

5

19

18

Blue 449

FDJ France, Lindt France, Nutrition & Sante France

10.4

10.4

3

20

25

Canvas Worldwide

Lagunitas US, Heineken US

6.0

6.0

2

1,011.6

2,761

rthree.com

BMW, Mini Australia

NBA US

Holding Company New Business League – YTD 2020 WPP outperformed the holding groups, winning almost double the revenue and number of new business wins than its closest contender Publicis Groupe. WPP’s direction, which is more aligned to the fastdigitalizing marketplace, has enabled the holding company to surpass its previous year’s Creative revenue by 134% and Media revenue by 161%. Interpublic, Omnicom, and Dentsu round up the top five performers.

Dentsu ranks second in total number of wins.

2020 NEW BUSINESS LEAGUE HOLDING GROUP RANKING Global / December 2020 RANK THIS QUARTER

HOLDING GROUP

ESTIMATED CREATIVE YTD REVENUE

ESTIMATED MEDIA YTD REVENUE (USD $m)

ESTIMATED OVERALL YTD REVENUE (USD $m)

AS % OF 2018 REVENUE

Number of Wins

1

WPP

334.2

273.1

607.3

3.6%

1,950

2

Publicis Groupe

189.6

155.7

345.3

2.9%

835

5

Interpublic

169.5

150.7

320.2

3.1%

613

3

Omnicom

96.1

195.9

292.0

2.0%

959

4

Dentsu

137.2

102.2

239.4

2.5%

1,261

6

Havas

94.2

60.2

154.4

6.4%

332

7

Accenture

94.7

2.5

97.2

3.6%

21

8

MDC

27.4

-4.0

23.4

1.7%

38

2,079

3.0%

6,009

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Q1 2021 R3VIEW

Marketers on the Move Kalen Thornton

Cara Sylvester

CMO, Gatorade

Chief Marketing & Digital Officer, Target

Previously: Nike

Previously: Target

Kalen Thornton has been named Gatorades’ CMO as the company attempts to continue its market share dominance in the sports drink category in the face of competition from disruptors. He has led breakthrough, athlete-centric marketing strategies and brings experience working with athletes and playing as a linebacker for the Dallas Cowboys.

Thornton joins Gatorade from Nike where he was Vice President of Nike Men’s Brand, North America.

A 14-year veteran of the brand, Cara Sylvester is Target’s first female CMO, having been promoted from her most recent role as Senior VP of Merchandising for Home Products. As CMO, Sylvester will be responsible for enhancing Target’s omnichannel presence, expanding the retailer’s loyalty program and in-house media company. She takes over from Rick Gomez, who takes on a new role of EVP and Chief Food & Beverage Officer.

Sarah Barron

Beverly Jackson

CMO, Domino’s

VP, Global Brand & Consumer Marketing, Twitter

Previously: Costa Coffee

Previously: Activision Blizzard

Sarah Barron is Domino’s newest CMO after the pandemic accelerated the company’s digital transformation and merged its marketing and digital teams. The role was left vacant since Emily Somers departed last March. Barron will report directly to CEO, Dominic Paul. Prior to joining Domino’s, Barron served as Chief Growth Officer at Costa Coffee. She has also held roles at Cadbury, Green & Blacks, and Boots.

Ryan Ostrom

Doug Frisbie

CMO, Jack in the Box

VP Business Marketing, Snap

Previously: GNC

Previously: Facebook

Ryan Ostrom is the new CMO of Jack in the Box, bringing to the role expertise in e-commerce customer experience. He has worked in marketing for over 15 years, having served as Chief Brand Officer for GNC, where he helped lead the transformation from traditional retailer to global digital brand by modernizing their marketing. Prior to GNC, Ostrom held roles at Yum! Brands (KFC), Kenmore, Sears, and Reebok. rthree.com

Beverly Jackson brings over two decades of digital marketing experience to Twitter, where she oversees global consumer marketing, brand, social and consumer product marketing teams. She was previously at Activision Blizzard where she was VP of franchise communication and social. Jackson has worked in similar roles at MGM Resorts and Yahoo.

Frisbie will oversee global business marketing for Snap, working to drive awareness and adoption of Snap’s advertising products among marketers, agencies, and small and midsize businesses. Most recently, Frisbie was Facebook’s Head of Business Marketing for North America. Prior to Facebook, Frisbie held several marketing roles at Toyota Motor North America and Leo Burnett.

Carla Piñeyro Sublett

Jim Reath

SVP & CMO, IBM

SVP, Marketing, Bed Bath & Beyond

Previously: National Instruments

Previously: Bed, Bath & Beyond

Carla Piñeyro Sublett will oversee all global marketing, brand initiatives, and client feedback across IBM. Prior to IBM, Sublett was the first CMO in National Instruments’ history and focused on rebranding the 40+-year-old company. She has also held positions at Rackspace and Dell, where she spent 16 years and made her first move into marketing as the CMO of Latin America.

Reath will be responsible for the launch of new customer value propositions for each of the company’s core retail banners in 2021. He will oversee marketing strategy, marketing deployment across all channels and marketing operations for Bed Bath & Beyond, buybuy BABY, and Harmon Health and Beauty Stores, in addition to launching a portfolio of new owned brands starting Spring 2021.

Sophie Bambuck

Jan Harling

CMO, Everlane

Global Media Director, Oppo

Previously: Nike

Previously: TBWA

Everlane has hired Sophie Bambuck as its first-ever CMO. Bambuck will be responsible for leading marketing and creative as well as oversee the strategic direction of the brand. She has been tasked with accelerating growth and fostering loyalty among Everlane’s customer base. Bambuck brings over 13 years of marketing experience, most recently as VP of Global Brand Marketing for Nike Sportswear.

In his new role at Oppo, Jan Harling will be aiming to drive growth in Europe, using data to elevate the brand into a global player in the mobile communications market. Harling comes from TBWA where he led precision marketing efforts for Nissan in ASEAN, and previously worked for Huawei and ZenithOptimedia.

Nadja Bellan-White Global CMO, Vice Media Previously: Ogilvy

Nadja Bellan-White will unite Vice Media’s portfolio and teams across marketing, branding, and communications in her new role as global CMO. She is in charge of five business units (digital content platforms, production studios, a TV network, and a full-service creative agency). Most recently, BellanWhite was executive partner and WPP team leader for Ogilvy, which she joined in 2011.

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Q1 2021 R3VIEW

Agency Movements Steve Soechtig

Erin Hutchinson

Global CEO, Ogilvy Experience

Global CMO, Merkle

Previously: Accenture

Previously: Merkle

Steve Soechtig has been hired by Ogilvy to create a unified offering across marketing automation, strategy, CRM, digital experience design, customer acquisition and loyalty across the agency’s global network. He comes from a consultancy background, previously working at Accenture, McKinsey, and Deloitte Digital.

Natalie Lam

Emily Graham

Chief Creative Officer, APMEA, PUBLICIS

Chief Equity & Impact Officer, Omnicom

Previously: ECD at large at various agencies

Previously: FleishmanHillard

Natalie Lam is the first group-level chief creative officer for the APMEA region at Publicis Groupe.

She will oversee creative product and is tasked with fostering creativity across the group’s agency brands. Lam previously worked at Google, Razorfish, McCann, OgilvyOne, and R/GA.

Emily Graham has been named as Omnicom’s Chief Equity and Impact Officer and SVP of Diversity and Inclusion Communications. In this role, Graham will be tasked with executing Open 2.0, an eightpoint action plan that Omnicom laid out in July 2020 to help it “reach system equity” across the organization.

Paulette Forte

Helen Lin

Chief People Officer, You & Mr Jones

Chief Digital Officer, Publicis Groupe

Previously: NBA

Previously: Publicis Groupe

Paulette Forte joins the technology holding company as its first chief people officer from the NBA where she was senior director of human resources. She will provide strategic oversight of all people processes within the company, including talent acquisition, leadership development, employee relations, professional education, and DEI initiatives.

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Hutchinson has been with Merkle for 19 years and previously served as CMO of Merkle Americas. In her new global role, she will focus on driving growth for Dentsu’s Customer Experience Management (CXM) service line through the alignment of regional marketing and communications teams.

Helen Lin brings digital and media expertise to her new role as chief digital officer at Publicis Groupe.

She will be responsible for facilitating integrated digital opportunities across the network and leading digital investment, negotiation, strategy, and partnerships.

Deirdre McGlashan

Perry Fair

Chief Media Officer, MDC PARTNERS

EVP, Global ECD & Director of Entertainment, McCann New York

Previously: MediaCom

Previously: Juul Labs

Deirdre McGlashan will evolve MDC Partners’ global media, data and technology capabilities in her new role as chief media officer. She will be responsible for identifying emerging media platforms, partners, and media solutions. She has held leadership roles at AnalogFolk, Aegis Media, Carat, and Isobar.

Taking on a newly created role at McCann New York, Fair will be dedicating a significant of time to Verizon, the agency’s largest client. Prior to McCann, Fair most recently served as VP of Global Brand Management at Juul Labs where he managed global branding, loyalty programs, creativity, and design.

Anna Chitty CEO, Starcom China Previously: PHD China

Anna Chitty brings 27 years of experience to her new role at Starcom China, where she will be responsible for management operations and creating innovative client communications strategies to drive agency business growth. She previously held various key positions across Omnicom Media Group in China, the US, Australia, and New Zealand.

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Q1 2021 R3VIEW

About R3 OUR REASON FOR BEING In a word, we are about transformation. R3 was established in 2002 in response to an increasing need from marketers to enhance their return on marketing, media and agency investments, and to improve efficiency and effectiveness.

We want to help CMOs make marketing accountable.

RETURN ON AGENCIES

We help marketers find, pay and keep the best possible agency relationships – covering Creative, Media, PR, Digital, Social, Performance, Event, Promotions and CRM.

OUR BACKGROUND We’ve worked with more than one hundred companies on global, regional and local assignments to drive efficiency and effectiveness.

We have talent based in the US, Asia Pacific and Europe and partners in LATAM and Africa.

Through global work for Samsung, Coca-Cola, Johnson & Johnson, Visa, Unilever, and others, we have developed robust benchmarks and process targets for more than 70 countries.

What we do We are an independent transformation consultancy hired by CMOs to make their marketing more measurable and accountable to business impact.

How we do it •

We invest in the best talent, bringing in senior leaders from marketing, agency and analytic backgrounds.

•

We’re independent. Because we’re not your marketing team or agencies, we’re empowered to be honest and transparent.

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We use external benchmarks. We have proprietary data pools to inform our in-depth analysis.

•

Since 2002, we’ve interviewed more than 2,000 marketers about their agency relations.

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Since 2006, we’ve spoken to more than 80,000 consumers in China’s top-twenty cities and continue to do so every three months.

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We have co-developed software to measure agency and media performance.

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Each month, we exclusively track over 500 agency new business wins, as well as 100’s of deals in the marketing M&A space.

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We have insight into global best practice. We work with companies who want to do best-in-class marketing across diverse categories and geographies.

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We authored the book “Global CMO” about marketers leading Digital Transformation around the world.

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We maintain an ongoing database of media costs for key markets.

rthree.com

We take the lead on improving the Integration process through proprietary software and consulting.

Driving Transformation for Marketers and Their Agencies

RETURN ON MEDIA

We offer professional analysis of the media process, planning and buying with proprietary benchmarks and tools to set and measure performance.

We conduct financial audits to validate and benchmark transparency.

RETURN ON INVESTMENT Using a bespoke and proprietary methodology, we help benchmark and provide insights into how your digital strategies perform in your category and across categories.

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Chaoyang District

Jing An District

Hong Kong

Beijing 100020, China

Shanghai 200040, China

T +852 3750 7980

T +8610 5900 4733

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T +65 6805 4050

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