In conversation: Scaling up without losing the spark

In the latest episode of MARKETING-INTERACTIVE’s Marketing Connected podcast series, “In Conversation,” we chat with Goh Shufen, co-founder of R3 and APAC president of MediaSense. Shufen’s career spans roles as business development director at M&C Saatchi for six years, a three-year stint at Ogilvy & Mather, and leadership positions across the Institute of Advertising Singapore and the AAMS.

It has been a transformative year for R3, the independent marketing advisory she co-founded, following its acquisition by MediaSense in late 2024. Now serving as APAC president of MediaSense while continuing to co-lead R3, Goh describes the experience as “marrying into a new family,” one that opens doors to fresh opportunities and collaboration.

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“It’s about keeping what makes R3 special while adapting to new ways of working,” she said. “Personally, I'm still working as though I own and run the business so that hasn't change. On the other hand, my role as president of APAC at MediaSense has given me more focus, and I like that."

From day one, R3 has been driven by entrepreneurial grit and a client-first approach. “It’s not about street-side hustling; it’s strategic,” said Goh. “Everyone here takes pride in solving real problems and helping brands grow.” While the acquisition gives R3 room to scale, its culture remains central. “It helps that we knew the founders on the other side, and found that our values and cultures aligned on how we deliver for clients and how we treat our staff," she added. 

Expansion is high on the agenda. Southeast Asia is a priority, with Indonesia and the Philippines emerging as growth markets alongside global-minded local brands such as Jollibee. Australia is also in focus, but Goh is selective. “We’re most effective with brands that have global ambitions, and we work very well across different geographies” she said. With MediaSense also having acquired PwC’s marketing and media practice last year, Goh hints at a coming “common identity” to unify the group worldwide. 

Goh doesn’t mince words about persistent industry blind spots. Agencies, she says, need to stop giving strategies away for free during pitches. “Clients almost never value free stuff. Why are you giving it for free?” she questioned. For clients, the call is for introspection. “Brands often think the problem lies entirely with the agency,” Goh explained. “Sometimes the issue is within their own teams. Be it a lack of clarity or competency.”

When asked what keeps her going after more than two decades, Goh’s answer is simple: passion and people. “I love the mix of creativity and analytics this industry demands,” she said, adding that there is still more to be done:

I believe that marketing drives business, but it's still not seen as a growth engine in a lot of sectors.

Catch the full conversation here in this video:

Tune into the rest of this conversation on your favourite podcast platforms, by searching up Marketing Connected. For all the visual people out there, we’ve got your back as well, with our vodcasts on YouTube.

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