R3

Marketing procurement leaders from Godrej Consumer Products Limited, Telkomsel, FKS Food and Agri, GoTo Group, and Pacific Century Place came together for our roundtable in Jakarta, Indonesia last Friday — where the discussion flowed as freely as the insights! Thank you to Kurniawan Tanda Kusuma, Sri Wahyuningsih, Firas A. Akbar, Hari Haryadi, Evi Rosmery, Rasti Yunita, Zihan Ranidevi, Nadia Luitsa Layna, and Hendrawan S. for an engaging afternoon filled with invaluable conversations. Here are our top 3 key takeaways: • It’s crucial to align internal team requirements, as procurement often struggles to find the right agency when goals and expectations are unclear. • Contract clauses, remuneration models, and robust KPI structures should be defined clearly and updated on a regular cadence. • Open communication with agencies, especially on vague costs related to production and KOLs, is essential to building collaboration and transparency between partners and driving better ROI.   #Roundtable #Jakarta #Indonesia #MarketingProcurementLeaders 

We truly enjoyed last week’s R3 CMO Power Lunch in Jakarta, where we had the chance to connect with leaders from Unilever, PT. Mayora Indah Tbk, Telkomsel, and PZ Cussons. It was a day filled with insightful discussions and shared ideas. Special thanks to Anggya Kumala, Awin Sirait, Eva Arisuci (UCI) Rudjito, Himawan Prasetyo, and Peter Silalahi for joining us—we look forward to the next steps together! #CMOPowerLunch #Jakarta #Indonesia #MarketingLeaders

R3’s Pharma Agency Family Tree offers a snapshot of the agency ecosystem in the pharmaceuticals industry. It features major holding companies, consultancies, and independent agencies. In the 2025 version, we’ve updated the categories to include Data & Analytics and Media, highlighting the growth of more specialized capabilities and adtech in this sector. Get your complimentary digital copy of the family tree here: https://lnkd.in/gCGfGmeK

LATAM is going through its own unique journey with generative AI. How can marketers best manage agency use of AI in such a decentralized region? R3's Guillermo Girola will be speaking on the topic at the WFA LATAM 2024 Regional Meeting in Buenos Aires this week. He will share how early alliances in the startup scene are shaping emerging marketing leaders in this space and provide frameworks for understanding use of gen AI within agencies. For more information on this meeting, visit: https://lnkd.in/g-zuxDYh

A recent WFA survey highlights growing concern among global brands about their agencies' use of gen AI, with legal risks (66%), ethical concerns (51%), and potential damage to reputation (49%) cited as major barriers to wider adoption. "Ensuring that agency contracts are updated to address gen AI is an action every brand should take. Not only is it effective risk management, but it’s also an opportunity for marketers and their agencies to initiate important conversations about the role of AI in their partnerships," shared R3's co-founder and principal Greg Paull. Updating agency contracts is no longer a mere recommendation, but essential, as gen AI adoption across marketing processes increases. The report is available to WFA members. Connect with us to learn more. Read the full article: https://lnkd.in/g8D6XJNA

Thanks to the Association of Canadian Advertisers (ACA) for inviting us to share insights and trends on generative AI use by agencies. We really appreciate the welcome Patrick Hotte, Davina Wong, and Judy Davey. For those who have been following the flow of R3 sessions and webinars on the topic, gen AI tool and platform evaluations are our latest obsession. In our presentation to Canadian marketers on 10 Sept, we touched on criteria on which to measure gen AI tools, and how to assess its impact by use case. We're here to share more with marketers whenever needed.

Today, we are delighted to announce Jane Lacher as Senior Consultant and Head of Media at R3. Based in our New York office and supported by a strong team, Jane will oversee the development and implementation of media strategies. She will also develop thought leadership in the areas of business transformation as R3 grows our position as a leader in global marketing consulting. Welcome, Jane! Great to have you as part of our family.

Gen AI has unlocked the potential to lower costs in all areas of the advertising business. This has created a competitive environment amongst stakeholders vying for the greatest share of these margins: • Agencies want to earn their fees using fewer resources • Marketers want to streamline their budgets • AI developers are eager to capitalize on the MarTech market • Advertisers’ shareholders are pushing for increased profit margins The race is on, says R3's Guillermo Girola, as early alliances form in the startup scene, which could influence who emerges as the winners of this power struggle.   Guillermo will be sharing more about AI at the WFA's 2024 LATAM Regional Meeting. Find out more: https://lnkd.in/g-zuxDYh

Last Thursday, marketing leaders from Accor, AB Food & Beverages (Thailand) Ltd., The Coca-Cola Company, ExxonMobil, GSK, PT. Mayora Indah Tbk, McCormick & Company, Nestlé, and TAP Group gathered for our roundtable in Bangkok, Thailand — where the discussions were as lively as the insights! Thanks to Alice Jenkins, Apichat Supachariyawat, Jitti Chiaranaipanich, Kobchai, Lita Ann Steinbring, Pornsasi Eungkaneungkiat, Patpitcha Thamatikhom, Pattapanee Ekahitanond, Preechaporn N., and Supakorn Utamavibul for making it an afternoon full of engaging dialogue. Key takeaways: • When it comes to areas like Influencer and Social Commerce, success lies in balancing between global guidelines for compliance and local market personalization for relevance. • Brands working with agencies on specialized marketing SOWs, such as influencer and commerce, should review legacy KPI frameworks and set specific performance metrics. • Commercially grounded evaluation frameworks are vital for sustainable marketing growth. #Bangkok #Thailand #MarketingLeaders #R3Roundtable

Alcohol brands are innovating in face of challenges, like ad regulations on sport sponsorship and declining alcohol consumption.   Our latest report explores how alcohol brands are: ▪ finding creative ways to adhere to regulations on advertising ▪ building community engagement and fan communities to encourage consumption ▪ moving into the e-sports space to capture new audiences For more insights, download our report:  https://lnkd.in/ggvhqc29