Independent global media advisor MediaSense has acquired R3, the creative and media agency consultant, which the company said significantly expands its global footprint in North America and Asia. 

This is MediaSense’s second M&A deal in six months, following its acquisition of PwC’s Marketing & Media advisory team in May.  

The R3 acquisition also expands its service to clients beyond media operations into marketing operations, including content and creative. 

The deal is part of an ambitious expansion plan developed when Apiary Capital acquired a majority stake in MediaSense in 2021.  

With the R3 deal, MediaSense, which recently helped manage the Amazon & Unilever multi-billion global media reviews, will advise brands with media expenditures of more than $60 billion. 

MediaSense’s staff will increase 30% to over 230, with R3’s co-founders, Greg Paull and Shufen Goh joining the combined company’s executive leadership team.  

For now, the firm said that the MediaSense and R3 operations will continue to operate under their existing brands.  

Graham Brown, CEO at MediaSense, stated, "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. 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.” 

Added Paull: “The coming together of MediaSense and R3 creates a truly independent global advisory business. As one team, we have the ability to support brands with cross-discipline experience and intelligence as they transform their marketing organizations from the inside, and through agency, data and tech partnerships.”