MANILA, PHILIPPINES — Adbrands, a platform that tracks creative and media account moves and management for the world’s leading brands and companies, has mapped client-agency partnerships for more than 3,000 brands across 120 countries.
Acquired by R3 in 2022, Adbrands is an amalgamation of marketing information about advertisers, brands, and agencies collated since 1998, with R3’s extensive database of agency new business wins. The subscription-only platform acts as a point of reference for marketers looking for both a macro and micro-level view of marketing partnerships within 28 brand categories.
“Our ambition to make Adbrands the ultimate source of information on client-agency partnerships has uncovered interesting industry trends,” said Greg Paull, Co-founder and Principal at R3.
“There are niche companies that few have heard of that have extensive brand portfolios and multiple agency partnerships, and multinational household names that have maintained relationships with the same partners over the long-term. There are recent breakups and unexpected marriages. This confirms that every approach to agency model development is unique to a brand’s business goals and marketing ambition.”
Insight into local, regional and global levels of partnership
The level of granular insight accessible within Adbrands enables marketing teams to better understand agency partnerships within and across their categories, and at a global, regional, and local level. This insight into how agency ecosystems are structured can be used by marketers to inform decisions around levels of Creative and Media investment, and marketing priorities.
At relaunch time, Adbrands subscribers have information on partnerships for more than 3,000 brands belonging to 1,600 unique companies. In 2024, the data will be expanded to more than 35,000 historical records of new business wins, with new data being updated monthly.
The most comprehensive archive of agency’s new business performance
R3 has also tracked agency new business wins since 2012, resulting in the most comprehensive historical archive of holding company and agency performance. This archive will be fully available to Adbrands subscribers, including full reports for Global, Regional, and 17 countries, including the US, UK, and China.