Singapore – Independent marketing consultancy R3 has announced the acquisition of advertising intelligence platform Adbrands. Under the R3 brand, Adbrands will continue to operate a ‘freemium’ model, with premium data and analysis available to clients and subscribers.

R3 will maintain Adbrands’ ‘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.

The acquisition marks a continuation in R3’s investment in the analysis of the marketing landscape and tracking of client-agency partnerships, which the company has done through its global, China and Asia-Pacific Agency family trees, New Business League, and M&A League.

Greg Paull, co-founder and principal at R3, said, “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. 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.”

Meanwhile, Simon Tesler, founder and publisher at Adbrands, commented, “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.”