Independent marketing consultancy R3, which aggregates agency new business wins to create a pitch league, has acquired advertising intelligence platform Adbrands.net.
Adbrands, established in 1998, assesses more than 1,000 leading advertisers, brands and agencies, and tracks account management for the world's leading brands and companies.
Commercial details of the deal haven't been revealed.
The acquisition marks a continuation in R3's investment in the analysis of the marketing landscape and tracking of client-agency partnerships.
“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 and 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.”
Adbrands founder and publisher Simon Tesler: "The advertising landscape has transformed exponentially since Adbrands first launched more than two decades ago. There are more agencies, and more clients with more markets.
”Under R3’s stewardship, I am confident that Adbrands will be able to expand its unique offering and continue to be a valued source of industry knowledge.”
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.
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