Marketing consultant R3 has acquired the advertising intelligence platform Adbrands.net for an undisclosed amount.
Established in 1998, Adbrands assesses more than 1,000 leading advertisers, brands and agencies, and tracks account management for leading brands and companies worldwide.
R3 said the deal expands its capabilities to analyze the marketing landscape and keep track 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.”
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.
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,