The Q1 2020 R3VIEW, R3's Quarterly Report on the Marketing

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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.

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R3 Projects This Quarter

Global analysis of best practice for agency ecosystem

Q1 2020 r3view Benchmarking of martech investment Welcome to the Q1 2020 R3VIEW, R3’s quarterly report on the marketing communications industry Global transcreation agency analysis For marketers, the beginning of this new decade is a reminder that the industry never serves a dull moment. Data privacy, trade wars, climate change. There is plenty to turn one’s attention to.

Regardless, the world’s biggest companies are keeping their eyes on brand purpose Global review of CPG internal and focusing on driving effectiveness as a way to increase their impact. This is “… best practice on roles and important for the short-term, but also to ensure our brands remain relevant for digital transformation generations to come,” said Unilever’s CEO Alan Jope. We couldn’t agree more.

In this issue, we have highlighted news and topics which have been of interest to our network and clients over the past three months. If you’d like to receive copies of our more extensive reports, do get in touch with one of our consultants. Detailed media benchmarking In this issue you’ll find: for several key markets • Marketing procurement and the agency dynamic • With the third-party cookie crumbled, what’s next? • Amazon and Facebook grow ad revenue with new strategies • TikTok case studies and best practice

To receive more regular insights in the form of data, articles and video, follow us on Training 300+ US marketers on LinkedIn, Twitter and Weibo. best cases of TikTok marketing Q1 2020 R3VIEW

THE BIGGEST STORIES

New Data Privacy Policies Shake Up the Industry

Advertisers are having to rethink how they target consumers while adhering to laws like the California Consumer Privacy Act (CCPA) and deal with loss of data as Google phases out third-party cookies and more people opt out of features like location tracking. “Top marketers have been quick to emphasize the importance of complying with the new law even as they move deeper into data-driven devices,” writes Marty Swant.

Read more on Reuters

rthree.com Marketing Procurement: Managing the Agency Dynamic

Competitive sourcing is different in a marketing context. Often, what is being purchased is one of a kind and does not have reasonable substitutes. Each agency pitch is different and the creative content between agencies is not necessarily comparable.

1 LEARN HOW AGENCIES REALLY WORK Procurement departments often use many different agencies or suppliers. Managing these agency and supplier relationships is a core function for procurement teams and doing so successfully remains a significant challenge. About 70% of procurement teams manage up to twenty agencies or suppliers, and 30% manage even more than that. In order to manage successfully, procurement teams need to have a robust strategy to manage and assess their suppliers and streamline the roster, if necessary.

SCHEDULE AUDITS TO ENSURE FINANCIAL AND 2 PROCESS TRANSPARENCY

Reducing the operational costs involved with working with a (potentially) large base of suppliers and agencies is an important objective for marketing procurement teams. Therefore, having a transparent financial relationship with agencies is vital.

Nearly 60% of procurement teams consider themselves to have true financial transparency in their agency and supplier relationships. Regular auditing is the key to understanding what agency and suppliers are doing and where your money is going. A professional financial audit every three years is recommended and gives all parties insight into their processes and helps evaluate agencies and suppliers on the question of value vs. price.

 To read more, request a copy of R3’s Optimizing Procurement for Marketing white paper

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Q1 Resource From R3 Research, Reports, Reports and Events

White Paper: Global M&A Value Optimizing Decreases by 15% As Procurement for Buyers Diversify Deals Marketing Beyond Martech

R3 assessed 489 M&A deals in the marketing services industry in the period of January to December 2019, with $27.7bn invested overall. This marks a 15% decrease in spend on the previous year.

 Read the full article here In our experience working with marketing and procurement teams, we have seen that a mutually supportive relationship between both parties cannot be underestimated. Alone, procurement might have a stronger focus on cost, risk and process, while marketing What’s Next for the looks to deliver on sales and brand. Together, they drive overall brand innovation, performance and intelligence. Digital Advertising Industry in a Cookie-Free  Request the white paper Learn more at R3future40.com World?

Now that the cookie has crumbled, now what? For advertisers, the end of the cookie presents a wake-up Report: China Media Inflation call, publishers have a window of opportunity, walled Trends 2020 gardens get another moat around the wall, and ad-tech will see this as a fork in the road.

 Read the full article

Can Influencer Popularity Translate to Commercial Success?

OOH, OTT and Digital Mobile media hold the leading Chinese celebrity Yang Zi dominated the R3 x Jing Daily position in China’s media inflation increase in 2020. Celebrity Index as a result of her role in two television Print continues to suffer from decreasing revenue, while shows, but questions abound on whether popularity in TV inflation will concentrate on the top satellite networks entertainment can translate to commercial success in even more. Radio is still an extremely popular media fashion and with luxury brands. platform as a result of urbanization and the opportunities  to incorporate it into digital platforms. Read the full article

 Request the summary report

rthree.com TIkTok Best Practice: From R3 Research, Reports, Reports and Events Hashtag Challenges

TikTok has solidified its position as one of the top social media platforms with 1.5 billion monthly users. A cultural touchstone for young people globally, its hashtag challenge is popular with marketers seeking to effectively drive engagement with Generation Z. 35% of TikTok users participate in hashtag challenges and 16% of all videos on the platform are related to challenges, which means successful campaigns have the potential to generate a high volume of views and significant user-generated content. Crocs: #ThousandDollarCrocs Best Practice: Select an influencer with the long-term in mind Inspired by a lyric by the polarizing rapper Post Malone, Crocs launched a hashtag challenge that encouraged users to post what they think their Crocs would look like if they were priced at $1,000. This led to a growth in audience and series of product collabora- tions that have sold out. Results Less than 36 hours after launch, #ThousandDollarCrocs had been viewed 95 million times; 45,000 videos were created, 18% increase in followers.

Ralph Lauren: #winningRL Best Practice: Tie a challenge to a large-scale sporting or cultural event Ralph Lauren was possibly the first brand to launch a TikTok campaign tied to a sporting event, selecting to US Open Tennis Championship. The brand encouraged users to make videos to show moments where they are winning at tennis or in real life. The videos that were most engaging were awarded gear from Polo Ralph Lauren. Results #winningRL has received almost 750 million views.

MAC: #YouOwnIt Best Practice: Ensure the overall approach reflects the interest/ values of Generation Z MAC wanted to boost its profile among Generation Z and hired 18 influencers - with the focus on ensuring diversity - to upload videos using the hashtag #YouOwnIt. The brand invested a six-figure amount to cover placement cost and music licensing and focused on creating a spike in awareness around MAC Cosmetics. Results #YouOwnIt has received 2.3 billion views.

 To join R3’s webinar on TikTok Best Practices & Case Studies (March), contact Emma Oyomba at [email protected]

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M&A 2019

R3 assessed 489 M&A deals in the marketing services industry in the period of January to December 2019, with $27.7bn invested overall. This marks a 15% decrease in spend on the previous year. North America led M&A value ($19.9bn) by region and volume, while trade tensions and increased regulatory scrutiny continued to negatively impact the appetite for outbound investment in China and Asia Pacific.

Total Deal Value (US$mn) 27,737 4H 2019 HOLDING COMPANY M&A LEAGUE Total DEAL COUNT 489 Global

Rank This Rank Last Total Sales Number of Holding Group Recent Acquisitions month Month Value (US$m) deals

1 1 Publicis Groupe Blue 449 (remaining stake), Epsilon, Rauxa, MBM 4,164 4

2 2 Bain Capital Kantar 3,100 1

Droga5, Pragsis Bidoop, ?What If!, Clarity Insights, Nytec, Shackleton, Hjaltelin Stahl, Futuremove Automotive, Storm Digital, 3 3 Accenture 1,460 18 INSITUM, Sutter Mills, Bow & Arrow, Analytics8, SILVEO, Apis Group, Northstream, Happen

4 4 Blackstone Vungle 750 1

Comunica+A, Ugam, Happy Marketer, Filter, Davanti Consulting, 5 5 Dentsu MuteSix, Redder Advertising, BJL, Chef Smart Marketing Mix, 397 12 Ambient Digital Vietnam, Re:Production, EBP Firewood, IMA Influencer Marketing Agency, ConversionWorks, 6 6 S4 Capital ProgMedia, Caramel Pictures, Datalicious Korea, BizTech, 376 8 WhiteBalance

7 7 CVC Capital Partners Teneo 350 1

Providence Equity Part- 8 - Smartly.io, Chime Group, Leiki 320 3 ners

9 8 Legacy/ Bluefocus BlueFocus / Legacy 300 1

10 - Proof Analytics Musqot 288 1

11 9 Genpact Rightpoint 280 1

12 10 Thoma Bravo JD Power 280 1

13 13 Stagwell Group MDC Partners, Multiview 267 3

Langoor, Think Design, Buzzman, Estonian Idea and Lithuanian 14 12 Havas Group 264 7 Publicum, Battery

15 11 Cision TrendKite, Unmetric 256 2

rthree.com new business league

Over 2019, R3 tracked 6,200 wins across 100 countries. Globally, Creative and Digital agency reviews were down 19% in quantity and 13% in volume, Ogilvy finished the year in top spot, bolstered by strong performances outside the US. Closing out the year, Isobar was the fastest mover, finishing the year in the Top 10. Amongst media agencies, OMD took the leading position from Carat and Horizon Media. 2019 CREATIVE AGENCIES NEW BUSINESS LEAGUE Global 2019

ESTIMATED YTD ESTIMATED YTD Rank This Rank Last AGENCY Recent WINS WIN REVENUE Recent Losses WIN REVENUE Number of month Month (USD $ m) (USD $ m) wins Kimberly-Clark 1 1 Ogilvy Milka Europe, Kimberly-Clark Brands APAC, Dairy Farm APAC 168.8 144.3 278 Brands US, EMEA

State Farm (Part) US, OPPO Singapore, Avanti West Coast State Farm (Part) 2 2 DDB 140.6 120.4 199 Railways UK US

Havas Heinz Baked Beans UK, TNT & TBS US, ASTRA SWEETS 137.2 Keventer India 3 3 Worldwide BELGIUM 110.7 180

McCann Charles Sturt Uni- 4 5 GSK pharmaceuticals Global, TSB UK, Havaianas Argentina 100.7 91.9 227 WorldGroup versity Australia

Beiersdorf Nivea Global, AXA Global, Sephora China, IPSA Publicis 92.3 DS China 5 4 China 90.8 207

Egyptian Tourism Promotion Board MENA, Alliance Bernstein CITIC Credit Card 6 12 Isobar 86.6 75.6 326 US Project China

McCormick EMEA, Nivea China Project, Nivea Latam, Yili Leo Burnett 81.7 Samsung Australia 7 6 China, Nivea Korea 75.3 167

Tencent China Project, Huawei China Project, Mercedes-Benz Digitas 64.1 8 8 China Project 64.1 103

Publicis 9 7 Groupe GSK pharmaceuticals Global 62.0 62.0 2

MullenLowe 10 9 Group AVIS US, TaxAct US, Singapore NAVY Singapore 59.1 National Trust UK 55.5 31

Wieden + 11 23 Kennedy Fisher-Price US, HBO US, Netflix US, C&A US 67.5 Equinox Fitness US 50.5 33

Kimberly-Clark Brands US, EMEA, Coca-Cola Western Europe Philadelphia Cream 12 17 Droga5 52.5 48.0 10 Digital, Equinox Fitness US Cheese US

Universal Music Group US, Michael’s Stores US, Texas R/GA 46.6 13 10 Capital Bank US 46.1 35

Groupon US, Henkel beauty brands Germany, Carwow UK, Standard Bank S 14 14 TBWA 53.4 45.9 19 Optus roster Australia Africa

Zalando Europe, TripAdvisor US, Roc Beauty US, Instagram Mother 44.8 15 11 US Project 44.8 12

CDHU Brazil, CitiPower, Powercor Australia, Charles Sturt Dentsu 46.4 Liby China 16 18 University Australia 43.3 359

Demazin Australia, Jack Daniel's, Brown-Forman Global, BBDO 75.8 Generali Germany 17 13 WhatsApp Global 41.0 59

Accenture Marks & Spencer 18 16 Kimberly Clark (baby and childcare business) Global 36.0 35.4 4 Interactive fashion UK

Kimberly Clark Wunderman Beiersdorf healthcare brands Global, AirAsia India, Netflix 72.2 (family care 19 15 Thompson Brazil, Cinemark-Hoyts Argentina, Boost India 33.7 205 division) UK

Walgreens Boots Alliance US, Villa Maria Wines Global, VMLY&R 32.6 Marigold Malaysia 20 19 Ausgrid US, LG Argentina Digital 26.6 111

1,774.7 3,487

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2019 MEDIA AGENCIES NEW BUSINESS LEAGUE Global 2019

ESTIMATED Estimated YTD Rank This Rank Last overall YTD win revenue Number month Month Agency Recent wins Recent Losses REVENUE (Usd $ m) of Wins (USD $ m) Samsung Australia, Henkel Croatia, Poste 1 1 OMD 238.5 Klarna Germany 219.3 369 Italiane Italy

Vodafone Global, Deutsche Bahn Germany, 2 3 Carat 210.9 Re/Max US 172.2 228 Beiersdorf UK & Ireland

Capital One US, Biofreeze US, Sundial US, Blue Buffalo(Part) 3 2 Horizon Media 146.9 144.3 60 Altice US, Sling TV US US

Peacock US, Lufthansa Group Germany, US Legal and 4 4 Mindshare 140.8 121.0 306 Marine Corps US General UK

Costa UK, P&G Ukraine(Media Buying), Klarna 5 5 MediaCom 122.1 Nestle Italy 77.4 452 Germany

Upfield Global, Generali Global, Ahold Nether- 6 12 dentsu X 69.9 iNova Taiwan 67.5 244 lands

Reckitt Benckiser LATAM, Continental Foods Noelke (Gutfried) 7 6 Havas Media 111.6 59.7 139 Europe, Pernod Ricard Germany Germany

Dr Ci Labo Japan, Food Panda Philippines, 8 7 Universal McCann 56.9 Gaes Spain 51.8 84 Nomura Securities Japan

TikTok Global, L'EASY Denmark, Cloetta Nor- 9 9 PHD 79.5 Ferrero Global 44.5 205 dics+ Netherlands

Ferrero China, upGrad India, AB InBev Samsung 10 8 Starcom 60.4 40.5 32 Thailand, BMW Singapore Australia

Twitch US, Fuji Instax US, Budget Rental 11 10 MediaHub 32.3 32.3 22 Australia, Pinterest US, Pluto TV US

Robinson Department Store Thailand, CMC Markets 12 13 Spark Foundry 25.3 25.1 25 Silversea Cruises ANZ Australia

McCormick EMEA, LVMH Europe, Walt Disney Perfetti van Melle 13 11 Publicis Media 27.0 25.0 3 Company Europ, LatAm, McCormick EMEA China

Ferrero LATAM, Russia, Ukraine, Africa, UAE, Continental 14 17 Vizeum 32.3 18.6 121 Israel, L'Oreal Russia, Vodafone Spain Foods Europe

Goodman Fielder Australia, Aussie Home Loan 15 15 Initiative 26.7 Six Flags Mexico 13.8 101 Australia, Reckitt Benkinser Singapore

16 16 M/Six Electronic Arts Global, RegionsBank US 4.3 4.3 2

17= 18= Empower PetSmart US 2.5 2.5 1

17= 18= Crossmedia Etihad Airways Global 2.5 2.5 1

17= - Clemenger Media Samsung Australia 2.5 2.3 1

20 - The7stars FirstGroup railways UK 2.8 Sofology UK 2.3 2

946.0 2,621

rthree.com holding company new business league

WPP returned to the top of the Holding Company table with a combined $417m in revenue, narrowly ahead of Publicis Groupe, Dentsu and Omnicom. In terms of New Business wins based on revenue, Havas performed the best with 6.2% additional revenue from new business.

2019 NEW BUSINESS LEAGUE HOLDING GROUP RANKING Global 2019 ESTIMATED RANK THIS RANK LAST ESTIMATED CREATIVE YTD MEDIA ESTIMATED OVERALL AS % OF 2018 QUARTER QUARTER HOLDING GROUP REVENUE YTD REVENUE YTD REVENUE REVENUE Number of Wins (USD $m) (USD $m)

1 1 WPP 248.4 168.7 417.0 2.0% 1,493

2 3 Publicis Groupe 312.5 67.1 379.6 3.1% 679

3 5 Dentsu 118.9 253.2 372.1 4.4% 1,283

4 2 Omnicom 208.4 161.4 369.8 2.3% 868

5 4 Interpublic 220.9 98.3 319.2 4.0% 582

6 6 Havas 115.2 61.1 176.2 6.2% 324

7 7 Accenture 39.9 0.0 39.9 2.2% 14

8 8 MDC 34.5 -16.5 18.1 1.2% 18

2,092 2.9% 5,261

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Marketers on the Move

CONNY BRAAMS MAURICE LÉVY CHIEF DIGITAL & MARKETING INTERIM CMO, WEWORK OFFICER, UNILEVER PREVIOUSLY: PUBLICIS GROUPE PREVIOUSLY: UNILEVER

Conny Braams fills a newly created role at Unilever WeWork appoints Maurice Lévy as its interim Chief following the retirement of previous CMO Keith Weed. Marketing and Communications Officer as part of their Braams has been with the CPG company since 1990 five-year turnaround plan. Lévy was previously CEO and and was previously EVP of Unilever’s Middle Europe Chairman of Publicis Groupe and stepped down from the operations. She has also held additional marketing position in February 2017 leadership and general management roles in European and Asian markets.

DEIRDRE FINDLAY SUSAN IRVING CMO, CONDÉ NAST CMO, KRUGER PRODUCTS PREVIOUSLY: STITCH FIX PREVIOUSLY: PEPSICO

In this role, Findlay will oversee all consumer marketing Irving replaces Nancy Marcus who retired from her role efforts and will focus on developing a global, data- as North American CMO at Kruger Products. Irving was driven digital strategy that will drive direct-to-consumer previously at PepsiCo for 15 years, in various senior revenue. She joins Condé Nast from Stitch Fix, where she marketing roles oversea brands like Quaker Nutrition, had served as CMO since May 2018. Prior to Stitch Fix, Doritos, Chetos and Frito-Lay. Findlay was at Google and eBay.

LESLIE GILLIN JEREMY TUCKER CMO, JPMORGAN CMO, PLANET FITNESS PREVIOUSLY: JPMORGAN PREVIOUSLY: NISSAN NORTH AMERICA

Leslie Gillin replaces Kristin Lemkau who has been Tucker joins Planet Fitness from Nissan North America, promoted to CEO of Chase’s new wealth management where he served as Vice President of Marketing division. Gillin will oversee Chase, JPMorgan and Communications. In his new role, Tucker will be corporate brands, and was most recently president of responsible for leading the company’s national and local Chase’s co-brand credit cards business. marketing as well as corporate social responsibility. Tucker previously worked at The Walt Disney Company and PepsiCo.

rthree.com DAVID MOGENSEN KAREN WALKER HEAD OF MARKETING, EUROPE, UBER SVP & CMO, INTEL PREVIOUSLY: GOOGLE PREVIOUSLY: CISCO

Mogensen moves to Uber from Google where he Prior to Intel, Walker oversaw Cisco’s shift to a hybrid was Director of Marketing for Northern Europe and business model of selling hardware, software and responsible for launching products such as Google Home, services. Walker also held business and consumer Google Assistant and YouTube Kids. He comes to this role leadership positions at Hewlett-Packard, where she with nearly 20 years in the tech and auto industries. worked for eight years. Walker will be tasked with focusing on reinvigorating Cisco’s B2B efforts.

A. BRADLEY NELSON ANGELA ZEPEDA CMO, SOTHEBY’S INTERNATIONAL CMO, HYUNDAI REALTY PREVIOUSLY: INNOCEAN PREVIOUSLY: SOTHEBY’S INTERNATIONAL REALTY

Nelson has been with Sotheby’s since 2009 and will Angela Zepeda is Hyundai’s new Chief Marketing Officer, focus on supporting the brand’s affiliated agents and following the departure of Dean Evans. Zepeda previously companies by developing and delivering industry-leading served as Senior Vice President and Managing Director of marketing, product and technology offerings. INNOCEAN USA and Campbell Ewald, where she worked for ten years.

MICHAEL SCHEINER STUART FOSTER GLOBAL CMO, TOMMY HILFIGER CMO, TOPGOLF ENTERTAINMENT PREVIOUSLY: HOLLISTER CO. GROUP PREVIOUSLY: HILTON WORLDWIDE

Scheiner joins Tommy Hilfiger following two years at Prior to Topgolf, Foster was Vice President of Global Hollister Co. and Abercrombie & Fitch, where he spent Brand Marketing at Hilton Worldwide and previously led six-and-a-half years in various marketing leadership roles. brands such as L’Oréal and Moet Hennessy. Foster will He brings over ten years of retail marketing experience to oversee the overall vision and strategy, engagement his new role. growth, venue visits and brand loyalty.

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HOPE BAGOZZI MARISA THALBERG CMO, TIM HORTONS CHIEF BRAND & MARKETING PREVIOUSLY: MCDONALD’S CANADA OFFICER, LOWE’S PREVIOUSLY: TACO BELL

Bagozzi joins Tim Hortons as CMO following a 15-year The former global chief brand officer of Taco Bell, brings career with McDonald’s Canada where she led the her experience in building culturally resonant brands national marketing team. She brings years of experience to Lowe’s companies in the role of EVP, Chief Brand in the quick service restaurant industry, developing & Marketing Officer as of February 10. She has held new categories and products and transforming digital previous positions at Estée Lauder, Unilever and Revlon. applications.

ABIGAIL COMBER BRIAN IRVING CMO, DEBENHAMS GLOBAL HEAD OF MARKETING, PREVIOUSLY: BRITISH AIRWAYS AR/VR, FACEBOOK PREVIOUSLY: EVENTBRITE

Comber joins the UK department store chain as CMO Irving will join Facebook in March from Eventbrite where after a 16-year career with British Airways and roles at L3 he was CMO and Chief Brand Officer. He has also held Technologies and Oyster Yachts, where she held a range marketing roles at Airbnb, Google and Levi’s. of brand and marketing roles.

rthree.com Agency Movements

STEVE BIGNELL JUSTINE ARMOUR CEO, PUBLICIS MEDIA EXCHANGE CCO, GREY NEW YORK PREVIOUSLY: 72ANDSUNNY PREVIOUSLY: ITV

In this role, Bignell will be responsible for oversight of Justine Armour was named Chief Creative Officer of Grey a trading and investment portfolio for clients such as New York, the first person in that position since 2017. Disney, Samsung and GSK. He will report to Publicis Armour arrives from 72andSunny, where she spent the Media UK CEO, Sue Frogley. Bignell was previously at last three years as Executive Creative Director overseeing ITV for eight years and held various leadership roles at clients such as Diageo, Spotify and General Mills. Armour MediaCom and Mindshare. has held positions at Wieden + Kennedy, Publicis Mojo, Saatchi & Saatchi, BBDO and McCann.

RICH DEVINE RYAN GORDON HEAD OF DIGITAL, EMPOWER HEAD OF MEDIA, WALRUS PREVIOUSLY: REPRISE DIGITAL PREVIOUSLY: ASSEMBLY

Devine was previously at Reprise Digital where he was Independent agency, Walrus, has tapped Ryan Gordon SVP, Head of West Coast for almost three years. In his to lead its media operations. Gordon previously served new role, Devine will play a key role in thought leadership, as Executive Vice President of Performance Strategy at external relations and business development, as well as MDC-owned Assembly. In his new role, he’ll be tasked managing the practice leaders across all of Empower’s with leading the agency’s media department, which was digital offerings. established three years ago to complement its creative offerings.

ADRIANNE SMITH LOUISE-PHILIPPE TREMBLAY GLOBAL DIRECTOR OF D&I, WPP CHIEF CREATIVE OFFICER, PREVIOUSLY: THE GROUP, LLC. ONE PUBLICIS TEAM SAMSUNG PREVIOUSLY: TRANSLATION LLC.

Adrianne Smith has been named as the new Global In this role, Tremblay will lead creative for the dedicated Director of Diversity and Inclusion at WPP. This is a Samsung unit. Tremblay has over two decades of newly created position at the holding company, where experience having had various creative director roles at Smith will support and partner with Judy Jackson and BBDO, Havas, JWT New York and Wieden + Kennedy. other stakeholders within the company to advocate for Prior to One Publicis, Tremblay spent two years as a ongoing inclusion of talent across its network of agencies, Group Creative Director at Translation. including MediaCom, Grey and VMLY&R.

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WILL GRAVES TIM MURPHY CFO NORTH AMERICA, MINDSHARE COO, INNOCEAN USA PREVIOUSLY: DENTSU AEGIS NETWORK PREVIOUSLY: SILTANEN & PARTNERS

Mindshare named Will Graves as its new Chief Financial Previously, Murphy was at Los Angeles based agency, Officer for North America. In his new role, Graves will Siltanen & Partners, where he was President and Partner lead the financial and commercial strategies for the for the past fourteen years. In his new role, Murphy region. He will report to GroupM North American CFO, Joe will oversee day-to-day operations and growth strategy, Scangamore and Mindshare USA CEO, Adam Gerhart. including brand management, strategy, data science, Graves was previously Executive Vice President of media and experiential across the Genesis Motors Commercial Finance at Dentsu Aegis Network and has America, Kia Motors America and Hyundai Motor America held various leadership roles at Initiative and IPG. teams.

MATT MARCUS JACKIE KELLEY CEO, LEO BURNETT CEO, DENTSU AEGIS NETWORK PREVIOUSLY: R/GA CHICAGO PREVIOUSLY: DENTSU AEGIS NETWORK

In this newly created role, Marcus will build and manage Dentsu Aegis Network announced that Jackie Kelley will the experience design capabilities across the North take on the role as the new Chief Executive Officer of American network. He brings over twenty years of North America. Kelley had joined the company earlier last experience with various creative leadership roles. Prior year as US Chief Client Officer and will assume the role as to Leo Burnett, Marcus spent nearly eight years at R/GA CEO following the departure of Nick Brien. Kelley will work Chicago where worked on clients such as Grey Goose, closely with Dentsu Aegis Network Americas Chairman, Abercrombie & Fitch and Capital one as well as co- David William, and will report to Global CEO, Tim Andree. founded and lead the Artificial Intelligence practice.

CAM LEVIN SHARI REICHENBERG CCO, SID LEE MANAGING DIRECTOR, PREVIOUSLY: DIGITAL KITCHEN RAPP NEW YORK PREVIOUSLY: PROPHET Levin brings over twenty years of international experience Reichenberg will spearhead a move toward data-driven in advertising, communications and entertainment to his creativity in her new role Rapp seeks to build a diverse role as CCO of Sid Lee. Prior, Levin was Vice President of talent base. She was most recently Partner at Prophet, Creative and Marketing for VICELAND and has worked for and spent seven years at Ogilvy & Mather where she UK based Thinkmake and Sky. In his new role, Levin will rose through the ranks, eventually becoming Executive be responsible for the company’s three US offices in Los Strategy Director, Head of US Customer Engagement. Angeles, New York and Seattle.

rthree.com 15 Q1 2020 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 OUR BACKGROUND relationships – covering Creative, We’ve worked with more than one hundred Media, PR, Digital, Social, companies on global, regional and local Performance, Event, Promotions assignments to drive efficiency and effectiveness. and CRM. We have talent based in the US, Asia Pacific and Europe and partners in LATAM and Africa. We take the lead on improving the Through global work for Samsung, Coca-Cola, Integration process through Johnson & Johnson, Visa, Unilever, and others, we proprietary software and consulting. have developed robust benchmarks and process targets for more than 70 countries. Driving Transformation for What we do Marketers and Their RETURN ON MEDIA We offer professional analysis of We are an independent transformation Agencies the media process, planning and consultancy hired by CMOs to make their marketing more measurable and accountable buying with proprietary benchmarks to business impact. and tools to set and measure performance.

We conduct financial audits to How we do it validate and benchmark • We invest in the best talent, bringing in senior leaders transparency. 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. RETURN ON INVESTMENT • We use external benchmarks. We have Using a bespoke and proprietary proprietary data pools to inform our in-depth analysis. methodology, we help benchmark • Since 2002, we’ve interviewed more than 2,000 and provide insights into how your marketers about their agency relations. digital strategies perform in your • Since 2006, we’ve spoken to more than 80,000 category and across categories. consumers in China’s top-twenty cities and continue to do so every three months. • We have co-developed software to measure agency and media performance. • Each month, we exclusively track over 500 agency new business wins, as well as 100’s of deals in the marketing M&A space. • We have insight into global best practice. We work with companies who want to do best-in-class marketing across diverse categories and geographies. • We authored the book “Global CMO” about marketers leading Digital Transformation around the world. • We maintain an ongoing database of media costs for key markets.

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