ABOUT R3 关于胜三管理咨询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.R3 （胜三）成立至今，已为全球、亚太及本土市 场的 100 多家公司提供了 多方面的咨询服务，以 帮助他们提高市场营销的效率和有效性。通过与三 星、可口可乐、强生、VISA、联合利华等跨国品牌 在全球范围内的合作，积累了涵盖超过70 个国家 的可靠衡量基准数据以及工作流程范例。www.rthree.com linkedin.com/company/r3 twitter.com/R3WWQ2 2021 r3viewWelcome to the Q2 2021 R3VIEW, R3’s quarterly report on the marketing communications industry.欢迎查阅Q2胜三时讯，胜三咨询季度性报告以呈现前沿营销咨询。After months of second-guessing the shape of a post-COVID recovery, marketers are clear of two things. Firstly, operational structures and agency partnerships must be reviewed for innovation and responsiveness to media trends. Second, efficiency in e-commerce will separate leading brands from the rest of the pack, which means strong data and customer relations, platform and influencer partnerships, and a solution for last-mile delivery.In this issue, we have highlighted news and topics which have been of most interest to our clients and network, and we hope they will be helpful to you.In this R3VIEW, you’ll find: • How Can Marketers Better Measure Progress in Diversity & Inclusion? • Navigating the World (Mostly) Without Cookies • Adding Asia’s Super Apps to Marketing StrategyTo receive regular insights in the form of data, articles and video, follow us on LinkedIn, Twitter and WeChat.在经历漫长的疫情后回暖的不断探索与尝试后，市场主已清晰地意识到两件事。第一，必须审查运营结构和代理机构 的合作伙伴关系，以确保创新和对媒体趋势的响应。第二，电商环节的高效与否会明显地将具有强大的数据，客户、 平台、KOL关系网，以及发货时效的领导品牌与其余一般品牌所区分开来。在本期报告中，我们将重点介绍客户和网络上最关注的实时热点，希望其对您有所帮助。在此份报告中，我们将为您解析：• 市场主如何更好地衡量多元性和包容性的进展？ • 如何在不使用cookies的情况下出海全球 • 如何将亚洲地区的热门APP加至营销策略中如需以数据，文章和视频的形式获得常规见解，敬请在LinkedIn，Twitter和微信公众号关注胜三管理咨询。Projects This Quarter本季度部分项目Global Agency Model Analysis Global Agency ReviewGlobal Best Practice Analysis Global Search Playbook China Media AuditGlobal Media & Digital ReviewQ2 2021 R3VIEWKOL Investment Increases by 44% But Fragmented Payment Models Show Poor Cost Compliance & Lack of Transparency市场主于KOL的投资将持续增速44%，但价格透明度和投资 有效性也将面临更严格的审查Investment in Key Opinion Leaders (KOLs) by brands in China is forecasted to increase by 44% by the end of 2021. However, despite its importance in overall marketing strategy, existing budget and payment models reveal poor cost compliance and lack of transparency.“The diversification of social platforms and evolving nature of content, and their impact on the portfolio and prices of social media, means marketers need best practice that is relevant to the current marketing environment,” says Carrie Zheng, lead consultant at R3 China.预计到2021年底，品牌在中国对关键意见领袖(KOL)的投资将增长44%。尽管它在整体营销策略中很重要，然而其投资回报的有效性因为投放规划合理性、投放模 式的可监测性、以及付费模式、成本透明度等各方面不同程度的缺失而无法最大化，这对于许多品牌主无疑是具有相当大挑战性的。胜三咨询首席顾问郑磊鸣表示，“因社交平台的多元发展及其内容形式的不断变革，而产生的对社交媒体投放组合及价格的影响，意味着市场主需要了解，与当前 市场环境相关的最佳案例。KOL Launches Are a Favorite Among Challenger BrandsType of Video Channels for Advertising Placements投放短视频账号类型Beauty and Cosmetics 美容美妆Daily Life 日常生活Fashion 时尚穿搭Funny Videos 笑话段子Food 美食Talents 才艺Mother and Childcare 母婴育儿Travel 旅游Video and Entertainment 娱乐影音Psychology 情感心理Video Games 游戏Beauty & Cosmetics 美妆日化Food and Beverage 食品饮料3C Digital 3C数码IT IT互联网Clothing, Luggage,and Handbags 服饰箱包Mother andChildcare 母婴育儿Automotive 汽车Home Furnishing 家居家装Games and Animation 游戏动漫Local News 本地生活Finance 金融Medical andHealth 医药保健Travel 旅游Sports 运动体育Industry for Short Video Advertising Placement短视频投放行业Source: WBY 2020 White Paper on Self-Media Business Value Industry 微播易-2020年自媒体商业价值白皮书rthree.comBeauty and personal care, computer and electronics, and food and beverage brands maintain their lead in KOL marketing, investing in 2 – 5 platforms each on average. As consumers are paying more attention to the “voices around them,” time-sensitive and relevant short-form video and content marketing has taken priority over stories of brand history and premiumization.根据胜三近年审计经验对比发现，按类目划分，美妆个护、3C、食品饮料品牌一直以来保持领先投资地位，平均投资2-5个平台；其原因不外乎，消费者越来越注 重“身边的声音”，遥不可及的品牌历史及奢华调性固好，但来自“身边的亲身体验“则更为叫人信服并愿意为之买单。25,78429%Social Media Platforms Used by Advertisers in 20202020年广告主投放平台数量分布Average Value of Intended Order Placements for 2020 2020年意向订单投放金额均值 33,36557%1 platform 单一平台2-4 platforms 2-4个5-7 platforms 5-7个8 and above 8个以上Source: 2020 WBY Social Media Advertising Placement Analysis Report 微播易2020年KOL社交媒体投放分析报告37,11813%3Navigating the World (Mostly) Without Cookies面临cookies的被禁用，各方该如何应对The jar is emptying and the cookie’s moment in the limelight is coming to an end. The good news is marketers, their agencies, publishers and platforms have all been preparing for this for a long time. There isn’t a sole solution yet to cookie replacement, but rather a series of approaches being tested underway. Here are some considerations for marketers in the meantime.Cookies已逐渐结束了其高光时刻。市场主，代理商，以及媒体早已蓄势待发，寻求可替代Cookies的工具。虽然目前还没有替代cookie完美解决方案，但一系列 的方法已在测试阶段中。在此期间，如下是市场主或需注意的一些事项。1. Join the FLoCGoogle will sell to advertisers’ clusters of cohorts which can be used to target certain like-minded segments the way advertisers did with cookies. These cohorts can be used across the Google ecosystem.2. Agency PII ToolsThe major holding companies and many independents are all using their proprietary PII data tools to action marketer first-party data smartly, garner insights, and plan media activations.3. In-HousingBuild relationships with data and publisher partners directly to ensure consistent definition across audience segments and to protect consumer privacy at the same time.4. Cookie AlternativesProducts like The Trade Desk’s Universal ID, Neustar’s Fabrick ID, and LiveRamp’s Automated Traffic that were built from the likes of hashed email addresses, phone numbers, and phone IDs hold the promise of cookie workarounds advertisers can leverage in this new paradigm.5. Walled Gardens & Non-Google EnvironmentsThere also is opportunity to leverage publisher’s second-party data (e.g., email addresses, phone number, geo-location given upon site/app signup/registration) which is not affected by Google’s more announcement that it will not build alternate identifiers to track individuals in their browser or products.6. 1PD is CriticalThere’s no better data than your own as a marketer, and Google agrees as they will only allow first-party data – where the marketer has a direct relationship with the consumer - to be used within Google Marketing Platform.What Should You Be Doing Now?It’s important to work with Google directly or with your agency partners on the various tests being done with an eye towards a midyear 2022 solution. If you can, test all possible methodologies in this interim period, so you’ll have findings and processes in place ahead of schedule. This will likely be a slow, iterative burn, but this is a strong period of opportunity for marketers to place their bets.LOG IN$Adding Asia’s Super-Apps To the Marketing Equation在营销方程式中纳入亚洲系超级应用Super appA single app with multiple functions, often facilitated by a payment system by the same company Examples: Do-Jek, Grab, LINE, KakaoTalk, Flipkart, Paytm$Super app+third-party mini programsA single app allowing third-party companies to develop lightweight “mini programs” that can run within the app, often facilitated by a payment system by the company of the appExamples: WeChat, Alipay, Baidu, Meituan, TmallSource: S&P GlobalHaving amassed huge user bases, super-apps like Grab, Gojek, Kakao, and PayTM are now in the unique position to offer advertisers access to richer audience data, formats, and attribution. Many of these super-apps are willing to invest in longer-term strategic partnerships and offer the ability to facilitate partnerships within its network, proving their commitment to advertisers – a stark contrast to the transactional nature of ad buying on Facebook and Google.Grab、Gojek、Kakao 和 PayTM 等亚洲系超级应用已积累了庞大的用户群，因其特殊的地位，可以为广告商提供更丰富的受众数据、格式和归因。许多超级应用 愿意投资于长期战略合作伙伴关系，并提供在其网络内促进合作伙伴关系的能力，证明他们对广告商的承诺——这与 Facebook 和谷歌广告购买的交易性质形成 鲜明对比。It is predicted that Grab’s ad revenue might come up to $245m, or 10% of its total revenue. This is achieved via its capabilities in direct-to-consumer communication and enabled by its rich bank of signal-based transactional data collected across its plethora of offerings. The act of targeting consumers based on their transaction data, which remains unshaken by restrictions on IDFA (Identifier for Advertisers), gives them a deterministic way to reach consumers and bridge online-to-offline journeys. Furthermore, Grab’s willingness to facilitate partnerships by integrating brands in every part of the business journey (from ad formats to payment options and collection/delivery) is rooted in the commitment to delivering business outcomes for brands.The same can be observed with PayTM, India’s biggest mobile payments platform, and their advertising solutions. With payment information from a strong 600m user base paired with consumer transaction data, PayTM can offer advertisers partnerships that transcend advertising formats.Q2 2021 R3VIEWQ2 Resource Q2 数据来源R3 Research and Reports 来自R3的见解，研究与报告The Future of Marketing Lies in Content, Commerce and Entertainment营销的未来机遇在于内容营销，电商与娱乐营销In a conversation with Mastercard CMO Raja Rajamannar, Procter & Gamble’s Marc Pritchard said the future of marketing can be found in China. Using marketing in China as a roadmap, R3’s Greg Paull makes a few assumptions about what to expect in our industry in the next three years.宝洁公司首席品牌官麦克·普里查德（Marc Pritchard）在与万事达（Mastercard）首席营销官Raja Rajamannar的对话中 谈到，在中国可以预见营销的未来。基于对中国市场营销的见解, 胜三公司总裁兼合伙人Greg Paull对未来三年营销领域内 的趋势提出了些许假设。 Read the article on Campaign 在Campaign 阅读报告全文R3port: Primer to Sustainability Agencies胜三报告：可持续发展代理商合作指南Sustainability agencies are specialists in communicating issues related to sustainability because they have principles of sustainable business embedded in their organizations. In this report we look at what sustainability agencies do and what marketers need to keep in mind when engaging them.可持续发展代理商是交流与可持续发展相关问题的专家，因为它们在其组织中，既已嵌入了可持续发展的商业原则。在本报 告中，我们着眼于可持续发展代理商的工作，以及市场主在与他们互动时需要牢记的内容。 Request the report 获取报告rthree.comR3port: China KOL Marketing胜三报告：中国KOL市场营销洞察报告This report on KOL investment practices in China by R3 in partnership with Weiboyi, a precision advertising platform targeted at social media, explores the effectiveness of KOL engagement from the lends of platform choice, strategic commercialization of KOLs, and management and budgetary efficiency.此报告由胜三管理咨询与行业头部内容投放平台之一的微播易联合发布。报告内容聚焦于如何通过平台的选择则， 了解KOL商业化路径，预算管理以优化中国KOL/KOC的投资效率。 Request the report 获取报告R3port: GOOD Marketing: A Roadmap for Creating Brand Impact胜三报告：有效营销：创造品牌影响力As brands move forward, some are using this time to revamp their relationships with consumers, placing new emphasis on the importance of having greater sustainable relationships; relationships that will outlast trends and withstand disruption.随着品牌的发展，其中一些正在留用这段时间改善消费者关系，更侧重于如何获得更长久的客户关系。如，那些不会被飞 速迭代的趋势所牵引并能持续带来销售额的客户关系。Request the report获取报告Sustainability Agency Family Tree可持续发展代理商图谱The services provided by sustainability agencies are diverse and highly specialized, from helping companies develop CSR campaign, to improving employee culture and decreasing a company’s carbon footprint. In this Family Tree, R3 has categorized a selection of B-Corp-certified sustainability agencies for easy reference.可持续发展代理商提供的服务多种多样且高度专业化，从帮助公司开展 CSR 活 动到改善员工文化以及减少公司的碳排放量。在此份图谱中，胜三将精选出的 的共益企业(B-Corp) 认证可持续发展代理商进行了分类，以供市场主参考。Request a copy 获取报告7Q2 2021 R3VIEWHow Can Marketers Better Measure Progress in Diversity & Inclusion?市场主如何更好的衡量营销的多元性与包容性？R3 has partnered with the American Association of Advertising Agencies (4A’s) to further develop Diversity, Equity & Inclusion (DEI) in marketing. As the DEI research partner of the 4A’s, R3 will work in tandem with the 4A’s to collect and apply data on diversity in talent, leadership, and operations. The focus is ultimately the building of business frameworks that help agencies and marketers create robust and sustainable DEI programs that are measurable and drive meaningful change.胜三与美国广告代理商协会（4A）合作，进一步探讨营销的多样性，公平性和包容性（DEI）。 作为4A的DEI研究合作伙伴，胜三将与4A协同工作，以收集和应用有关人才，领导力和运营多样性的数据。最终的重点是建立业务框架，以帮助代理商和市场主创 建可衡量的并推动有意义的变革的强大且可持续的DEI计划。68%of senior marketers said Diversity & Inclusion impacted and/or informed their marketing.的资深市场主表示，多元性与包容性或多或少地影响了他们的市场规划。R3 & Campaign, CMO Outlook 2021 72 participantsAgency leaders believe that the advertising industry can increase diversity and inclusion by:代理商管理层相信通过以下方式可以提升广告行业的多元化与包容性：• Having balanced gender and ethnicity portrayal in communication • Employing/promoting more women and minorities • Reviewing recruitment policies• 在交流中体现对性别与不同种族的平等对待 • 雇佣更多的女性和少数族裔员工 • 自我审查招聘条例R3 & Campaign Agency Outlook 2021 (216 participants)rthree.comNew Business League 新业务动向Ogilvy jumps to the top spot in the Creative New Business League, being named global creative AOR of Absolut Vodka, winning creative accounts for three Pernod Ricard brands in the US, and bagging a global assignment for Zippo Brand. Havas jumps to second place after taking the CRM business of seven Volkswagen brands, and VMLY&R drops to third place.Publicis’s Zenith leads the Media New Business League globally, followed by Wavemaker and OMD. Marketers are honing into performance and not just reach and looking to prove every dollar spent on media. Agencies that have succeeded in pitches have presented strategic plans that not only provide competitive media solutions, but link ROI to business objectives.奥美跃至“创意新商业联盟”的首位，被任命为绝对伏特加（Absolut Vodka）的全球全案代理，并赢得了美国保乐力加（Pernod Ricard）旗下三个品牌在美国的创意业 务，芝宝（Zippo）也指定了其代理全球业务。 Havas接管大众（Volkswagen）旗下7个品牌的CRM业务后跃升至第二位，而VMLY＆R跌至第三位。阳狮旗下的实力媒体居于全球媒体新业务榜首，其次是Wavemaker和OMD。区别于原先，市场主们更注重“触达率”，如今则更着眼于实际的“效果”，并希望在媒体 上花费的每一分钱物有所值。成功赢得比稿的代理商提出的战略计划，不仅提供竞争性媒体解决方案，且将投资回报率与品牌生意目标相关联。Rank This Rank Last month MonthAGENCYRecent WINS12OgilvyEnterprise Holdings Global, DelMaguey, Altos & Avion Vodka US, EJGallo US23Havas WorldwideVolkswagen UK, GSK UK Project,LENOVO China Project31VMLY&RMolson Coors US, City of Hope USDigital, Elanco Animal Health GlobalDigital44Code & Theory Con Edison US, Washington FootballTeam US513Leo BurnettFAW-VW Audi China, Infinity JapanProject, Samsung.com KoreaProject66Wunderman ThompsonBarilla France social, ProjectManagement Institute Singapore,Richemont China77PublicisBarilla Global, Pechoin China, EsteeLauder China Project810DDBSalomon Global, Graze snacks UK95MullenLowe GroupAmerican Woodmark US, Nutella UKProject, Bahlsen UK, Orgain USProject109Wieden & KennedyKraft Mayo US, Impossible Meat US, Evian Global11-DentsuDongfeng Honda CIVIC China, FeiheDairy China1217Grey Group MassMutual US, TheFork Australia,TripAdvisor Australia1311McCann WorldGroupPlan International Global, Just EatTakeaway.com Australia, EveredenChina Project148Muh-Tay-Sik Hof-FerBed Bath & Beyond US1539The & PartnershipLG TVs Global1612TBWAAir France Global, Le Chocolat desFrancais France1723BBDOAnta & Anta Kids China, TripartiteAlliance (TAFEP) Singapore Project,Meituan China1842ThinkerBell Repco ANZ19142015FCB MotherSunLife Malaysia Project,Manufacturing Services Brand NewZealandShipt US, Pepsi UK, Cadillac GlobalProject, Riot Games US Project2021 CREATIVE AGENCIES NEW BUSINESS LEAGUEGlobal / Mar 2021ESTIMATED YTD WIN REVENUE(USD $ m)Recent LossesESTIMATED YTD WIN REVENUE(USD $ m)Number of wins54.054.018143.343.315448.0 24.7 24.0Furphy Australia US Cellular US37.99224.71522.45921.4 21.2 16.0 12.6Gu Puds UKSSE Energy Services UK21.27419.84215.15512.62612.5 14.5 11.9 11.0M&S Food UK12.5611.74511.45511.02910.010.018.58.5SNCF Franc8.86.76.48.527.126.8296.7106.2135.65.654903.41,098Q2 2021 R3VIEWRank This Rank Last month MonthAgencyRecent wins11ZenithTD Bank US, Pet Culture Australia, 3Bears Ukraine22WavemakerCoinbase US, Bumble Global, Schwarz Group (Lidl) Netherlands33OMDYili (digital&OOH) China, Bank Jago Indonesia49Horizon MediaPandora US, Leaf Home SolutionsUS, Fisher Investments US, UHG2021 MEDIA AGENCIES NEW BUSINESS LEAGUEGlobal / Mar 2021Estimated YTD win revenue(Usd $ m)Recent Losses63.8Abbott Nutrition ChinaESTIMATED overall YTDREVENUE (USD $ m)Number of Wins58.04144.1RENAULT Turkey35.314236.0Svenska Spel Sweden33.06022.622.62155DigitasInspire Brands US22.322.35631Spark FoundryInspire Brands US, Humana US, Toyota Australia23.0Great Wolf Lodge US20.31574Havas MediaOla Group India, UK, USA, Australiaand New Zealand, Carrefour Digital29.9Con Edison US19.05786PHDLG APAC, H&M Germany, GoogleAustralia22.8Humana US17.853910Universal McCannAbbott Nutrition China, CDOPhilippines, Game Bean Taiwan11.811.8181012MediaHubTally US, Slack Global, New Balance Europe, Terminix US10.3TK Maxx Australia10.04117GroupMHenkel Germany8.08.01128MediaComMahindra Group South AfricaDigital, Sony India, The BaloiseVictorian11.1GovernmentAustralia7.54313=-AssemblyCon Edison US5.05.0113=141535Initiative StarcomCred India, Carnival Cruises US, Plush Sofas AustraliaTD Bank Canada, WHOO Taiwan, Bahlsen PolandAustralian Institute7.6of Company4.939Directors Australia8.9CDO Philippines4.8151611Aura by Omnicom Air France Global4.04.011718ResolutionRaytheon US, Palo Alto Network US, Adaptive BioTech T-Detect US3.83.861813Hearts & Science BDC Canada, Air France Canada2.82.8319=15EpsilomAB InBev brands US2.019=-dentsu XJapan Tobacco InternationalIndonesia, wanglaoji herbal tea2.52.011.838292.9730rthree.comholding company new business league 控股集团新业务动态WPP leads the Holding Companies New Business League, winning new work in high-growth areas of e-commerce and digital. The company has committed to expanding its pool of digital experts and investing in niche digital players to seize further opportunities in this area and offer value to clients. In second place is Publicis Groupe, whose growth can be attributed to demand from marketers as they look for solutions in data management and navigate privacy rules.WPP占据控股集团新业务排名首位，在电商和数字这类的高增长领域，赢得了较多新业务。为了更好地服务于客户，WPP近年来一直致力于扩大其数字专家库并 抓住机会，投资细分市场。位列第二的是阳狮集团，其增长可归因于，能够提供市场主所需求的数据管理，和浏览隐私规则解决方案。2021 NEW BUSINESS LEAGUE HOLDING GROUP RANKINGGlobal / Mar 2021RANK THIS QUARTER1HOLDING GROUP WPPESTIMATED CREATIVE YTD REVENUE137.6ESTIMATED MEDIA YTD REVENUE (USD $m)51.2ESTIMATED OVERALL YTD REVENUE (USD $m)188.8AS % OF 2018 REVENUE1.2%Number of Wins 6632Publicis Groupe46.1107.1153.21.5%2473Omnicom31.057.588.60.7%2044Interpublic30.926.757.50.6%1385Havas29.317.947.32.1%2116MDC1.85.06.80.6%57Accenture5.90.05.90.2%58Dentsu10.9-5.35.70.1%1725540.9%1,64511Q2 2021 R3VIEWMarketers on the MoveLi KaixinVice President, OnePlus ChinaPreviously: HuaweiLi Kaixin has been appointed Vice President of OnePlus. Previous to this role, Li was the Vice President of Huawei and Honor’s Sales and the President of 360 Mobile.李开新加入一加手机担任副总裁一职。在此前，他成功带领华为中国区，从无 到有把销量做到了千万级，是手机销售领域名副其实的“老将”。Zhang MingxiaVice President, Audi ChinaPreviously: Mercedes-BenzZhang Mingxia has been appointed Executive Vice President of Audi China, and is responsible for the marketing and sales of the Audi brand in China, Zhang will continued to strengthen brand localization management, as well as cooperation with joint venture partners and dealer partners. She will report directly to Audi China President Werner Eichhorn.张明霞正式担任奥迪中国执行副总裁，负责奥迪品牌在华市场营销及销售相关 业务，持续强化品牌本地化管理，以及与合资伙伴及经销商伙伴合作。她将向 奥迪中国总裁安世豪直接汇报。Liang RuboCEO,ByteDancePreviously: ByteDanceCo-founder Liang Rubo, and current HR head will be the new CEO of ByteDance. Liang has taken on numerous critical roles at ByteDance at different times, including head of research and development (R&D), Lark and Efficiency Engineering, and most recently, Human Resources and Management.字节跳动联合创始人梁汝波将在今年年底接任CEO一职。他在2012年与现任 CEO张一鸣共同创办了字节跳动。此后，梁汝波先后负责了飞书、今日头条、 头条号、广告系统和用户增长系统等项目，并在2020年接手了集团的人力资源 及管理工作。HEIDI COOLEYCMO, CROCSPREVIOUSLY: CROCSCrocs has appointed Heidi Cooley as their newest Chief Marketing Officer. Cooley has been with the company for almost five years and was Vice President, Head of Global Marketing. Prior to Crocs, Cooley spent nine years at Sports Authority where she held various senior marketing roles.ELIZABETH SOLOMONCMO, OVERSTOCKPREVIOUSLY: AMAZONIn her new role as CMO, Solomon will oversee Overstock’s marketing efforts, including customer acquisition and retention, marketing communications, and marketing technologies. Most recently, Solomon served as the Head of Global Private Brands Marketing at Amazon, where she was for almost five years.AÏDA MOUDACHIROU REBOISSVP, GLOBAL MARKETING & GLOBAL CMO, M.A.C COSMETICSPREVIOUSLY: REVLONAs Senior Vice President and Global CMO, Moudachirou Rebois will help champion M.A.C’s brand positioning and further increase its presence and appeal to a global consumer in growing markets around the world. Most recently, Moudachirou Rebois was SVP of Global Marketing at Revlon and has previous experience at Johnson & Johnson, The Body Shop, and spent nearly 13 years at L’Oréal.rthree.comALEGRA O’HARECMO, TOMMY HILFIGERPREVIOUSLY: ADIDASO’Hare’s role will encompass the development and implementation of global marketing strategies to engage with a range of generations and consumers. O’Hare joins Tommy Hilfiger from Gap, where she was CMO for the last year and led the company’s digital-first marketing and omnichannel retail efforts. Prior to Gap, O’Hare worked for Adidas, Champion and Lee and Wrangler.CARA SYLVESTEREVP, CHIEF MARKETING AND DIGITAL OFFICER, TARGETPREVIOUSLY: TARGETTarget has promoted Cara Sylvester to Chief Marketing and Digital Officer following a string of promotions to the companies’ executive leadership team. In this role, Sylvester is responsible for strengthening the affinity for the Target brand and furthering its loyalty program and in-house media company. Sylvester has been with Target since 2007 and most recently held the position of Senior Vice President of Home.PATRIZIO SPAGNOLETTOGLOBAL CMO, DISCOVERYPREVIOUSLY: HULUIn this newly created role, Spagnoletto will look to fortify the position of Discovery+ in the competitive streaming arena. He will oversee subscriber acquisition, retention and growth, media and analytics, brand awareness, marketing creative development and strategy, and consumer insights. Spagnoletto comes from Hulu where he was for four years and most recently held the role of EVP and Head of Marketing.THOMAS SCHEMERAGLOBAL CMO & HEAD OF CUSTOMER EXPERIENCE, HYUNDAI MOTOR COMPANYPREVIOUSLY: HYUNDAI MOTOR COMPANYThomas Schemera’s promotion is part of a company initiative to optimize organizational structure and bolster efforts to transform into a Smart Mobility Solution Provider with the most capable leaders in place. Schemera has been with the company since 2018, where he started as the lead of the High-Performance Vehicle and Motorsport Division and then became Head of Product Division.GARETH DUNSMORECMO, MCLAREN AUTOMOTIVEPREVIOUSLY: NISSAN MOTOR COMPANYMcLaren Automotive announced Gareth Dunsmore as the company’s new CMO, where he will lead the company’s global marketing efforts. Dunsmore joins from Nissan Motor Corporation, where he had an 18-year run in various senior roles. Most recently, he served as the Vice President of Brand and Customer Experience for Africa, the Middle East, India, Europe and Oceania.DEREK YARBROUGHCMO, J. CREWPREVIOUSLY: MADEWELLYarbrough’s appointment is intended to accelerate the transformation of J. Crew brands into a digital-first, purposedriven company. Yarbrough will be responsible for all marketing, creative, and e-commerce initiatives for the J. Crew and Madewell brands. He joins J. Crew from Madewell, which is part of J. Crew Group, where he serves and will continue to serve as Chief Marketing Officer.13Q2 2021 R3VIEWJESSICA JENSENCMO, INDEEDPREVIOUSLY: KAYAKKIERAN DONAHUECMO, IHOPPREVIOUSLY: MARRIOTT INTERNATIONALAs Indeed’s CMO, Jessica Jensen will oversee a marketing function that includes brand, performance marketing, regional and field marketing, and communications. Jensen joins from KAYAK where she was SVP of Marketing before holding the CMO role at OpenTable.IHOP has named Kieran Donahue as its newest CMO as the chain strives to rebound following the pandemic. Prior to IHOP, Donahue has held numerous marketing positions in the hotel industry, both domestic and internationally. Most recently, Donahue was Vice President of Brand, digital and Marketing for Marriott International and previously served as Vice President of Marketing for Hilton.GEORGE FELIXCMO, TINDERPREVIOUSLY: PIZZA HUTTinder is banking George Felix will help the company deepen its connection with Gen Z users. Most recently, Felix was CMO at Pizza Hut US. He was at the company for almost six years and held various senior marketing roles. Prior to Pizza Hut, Felix had ten years of experience between Procter & Gamble and Abbott Laboratories.Agency MovementsMelinda PoPresident, Ogilvy Advertising ChinaPreviously: EdelmanMelinda backs to Ogilvy as the media president. She will continue to evolve the agency’s offering by building modern capabilities in content, data and technology, enabling clients to cut through the noise in an age of information overload, and secure growth in China’s fast-evolving marketplace. Melinda previously served as chief operating officer for Edelman China.Melinda 回归奥美并担任奥美中国广告业务总裁一职。她将通过强化内容、数 据和技术方面的现代化专才，来继续巩固发展公司的服务，使客户在信息过载 的时代能够排除干扰，并确保在快速发展的中国市场中得到有效增长。在这之 前，她曾担任爱德曼中国的首席运营官。Aileen KuGeneral Manager, Hivestack ChinaPreviously: RTBAsiaHivestack announced the appointment of Aileen Ku as the general manager of China. After taking up her new role, she will report to Troy Yang, managing director of Hivestack North Asia. Aileen has more than 20 years of experience in digital advertising, including providing strategic and operational management for foreign advertising technology companies entering China. Before joining Hivestack, she worked for RTBAsia.Aileen Ku被任命为Hivestack中国总经理，履新后，她将向Hivestack北亚区董 事总经理Troy Yang汇报工作。Aileen有逾20年的数字广告经验，包括为外国广 告技术公司进入中国提供战略和运营管理。在加入Hivestack之前，她曾供职于 广告监测服务商RTBAsia，担任首席增长官。rthree.comLaurien LeeManaging Partner, Dentsu MEDIA ChinaPreviously:L/LAB ConsultingLaurien Lee has been appointed Managing Partner of dentsu Media to support key account leadership and drive transformation. She has more than 20 years of media public relations experience in the luxury and FMCG industry. Lee has also worked in media and public relations agencies.Laurien已被任命为电通中国媒体服务线董事合伙人，她未来将全力支持电通 中国媒体业务线的大客户管理，并配合集团的转型计划，协助媒体业务线完成 转型。Leo ChuManaging Director, MRM ChinAPreviously:NBA ChinaLeo Chu has been named Managing Director of MRM China.He joins with an impressive resume, having worked at AKQA, Tribal DDB and W&K. Chu has also worked on the client side Stadium Goods and NBA China.Leo已被任命为MRM中国董事总经理。在此之前，他已有丰富的营销行业经 验。他曾担任Stadium Goods董事总经理、NBA中国的全球营销合作副总裁， 以及Tribal DDB的董事总经理。Sharlene WuCEO,Grey ChinaPreviously:Proximity ChinaSharlene will lead Grey Advertising, as well as be responsible for the integration of Grey DPI, Grey Star Echo and Grey Easycom. Sharlene was CEO of Proximity China, where she spent 13 years with the agency. She began her career in 2000 with WPP’s JWT Wings Taiwan and then Ogilvy.Sharlene将作为葛瑞集团中国区首席执行官整合Grey DPI、Grey Star Echo和 Grey Easycom，并负责推动整体战略愿景、发展计划和业务转型。她的职业生 涯始于2000年，彼时她加入WPP旗下JWT Wings台湾，此后前往奥美。JENNY HARRISEXECUTIVE DIRECTOR, ACCOUNT MANAGEMENT WUNDERMAN THOMPSONPREVIOUSLY: PERISCOPEWunderman Thompson has named Jenny Harris as their newest Executive Director. Prior to Wunderman Thompson, Harris was a Vice President, Group Account Director at Periscope where she led full-service teams in delivering strategic work for Google, Intuit, Reynolds, Hefty and Cargill. Harris has extensive agency experience having held various roles at R/GA, Havas Worldwide, Goodby, Silverstein & Partners and Ogilvy.NANCY REYESCHIEF EXECUTIVE OFFICER, TBWA\ CHIAT\DAY NEW YORKPREVIOUSLY: TBWA\CHIAT\DAY NEW YORKTBWA\Chiat\Day New York announced the promotion of Nancy Reyes to CEO. Reyes has been with the agency for the past five years and held the position of Managing Director before being promoted to President. Prior to a short stint client-side at Verizon, where she oversaw brand creative, Reyes spent twelve years at Goodby, Silverstein & Partners where she rose through the ranks to become Managing Director of the New York office.TOM BECKMANGLOBAL CHIEF CREATIVE OFFICER, WEBER SHANDWICKPREVIOUSLY: WEBER SHANDWICKTom Beckman has been promoted to Global Chief Creative Officer at Weber Shandwick. Beckman has been with the Interpublic-owned PR agency for seven years and previously held the role of Global Head of Creative. Prior to Weber Shandwick, Beckman held roles at TED Conferences and Prime & United Minds, a Weber Shandwick Company.15Q2 2021 R3VIEWNIKKI WILSONCHIEF TALENT AND CULTURE OFFICER, THE RICHARDS GROUPPREVIOUSLY: GENERAL MOTORSWilson will represent the interests, voices and experiences of the agency’s talent at the executive level and will be an advocate for enhancing employee engagement and the workplace environment. Previously, Wilson was Human Resources and Labor Relations Director at General Motors where she spent 18 years leading human resources strategy for the automotive leader.MEGHAN GRANTCHIEF STRATEGY OFFICER, NORTH AMERICA, HAVAS MEDIA GROUPPREVIOUSLY: ZENITHHavas Media Group announced Meghan Grant as the company’s Chief Strategy Officer for North America. This move comes as the agency continues to invest in new leaders as it pursues growth in the region. Grant joins Havas from Publicis Media agency, Zenith, where she has been for the past decade and most recently was Executive Vice President of Strategy and client lead for the Verizon account.HARRY ROMÁN-TORRESCHIEF BRAND STRATEGY OFFICER, DROGA5PREVIOUSLY: DROGA5Droga5 has promoted Harry Román-Torres to Chief Brand Strategy Officer after having been Head of Strategy. This is Román-Torres’s second stint at Droga5. He first joined in 2008 and was responsible for founding, leading and developing the agency’s strategic function. Previously, he had a brief stint at Google as Insights Lead for Google Primer before leading strategy at Leo Burnett for two years.rthree.comAbout R3OUR REASON FOR BEINGIn 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.OUR BACKGROUNDWe’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 doWe 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.• 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.• 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.• 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.Driving Transformation for Marketers and TheirAgenciesRETURN ON AGENCIESWe help marketers find, pay and keep the best possible agency relationships – covering Creative, Media, PR, Digital, Social, Performance, Event, Promotions and CRM. We take the lead on improving the Integration process through proprietary software and consulting.RETURN ON MEDIAWe 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 INVESTMENTUsing a bespoke and proprietary methodology, we help benchmark and provide insights into how your digital strategies perform in your category and across categories.17Q2 2021 R3VIEWContact usNorth AmericaNew York79 Madison Ave 8th Floor New York, NY 10016 T +1 646 416 8088Asia PacificBeijingA 1801, Chaowai SOHO No.6 B Chaowai Street Chaoyang District Beijing 100020, China T +8610 5900 4733 F +8610 5900 4732Singapore01 Keong Siak Road Singapore 089109 T +65 6805 4050Latin AmericaSão PauloRua Jerônimo da Veiga 428 – conjunto 21 São Paulo, Brazil T +55 11 3071 0678Shanghai2E, Apollo Building 1440 Yan’an Road Jing An District Shanghai 200040, China T +8621 6212 2310SydneyLevel 26, 1 Bligh Street Sydney, NSW 2000EuropeLondonFora 35-41 Folgate Street E1 6BX LondonMadridVelazquez 24 3 izd Madrid 28001 T +34 91 702 1113Hong Kong23/F, One Island East 18 Westlands Road Hong Kong T +852 3750 7980Social Mediawww.rthree.com Websitefacebook.com/r3worldwideFacebookweibo.com/r3china Weibolinkedin.com/company/r3 LinkedIntwitter.com/R3WW Twitterrthree.comrthree.com
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