R3 strengthens media consulting in APAC with senior hire

Global marketing consultancy R3 has appointed Li Shan Lim as principal consultant for Asia Pacific, strengthening its media advisory capabilities across the region.

Based in Singapore, Lim brings nearly two decades of experience from senior roles within Publicis Groupe, WPP and IPG. Her media leadership spans work with major brands including Singapore Tourism Board, Tourism Australia, Singapore Airlines, Nestlé, NTUC FairPrice and the Health Promotion Board Singapore.

In her new role, Lim will lead media consulting for both R3 and MediaSense in APAC. She will oversee media operations and agency model development, manage agency reviews and performance tracking, and drive cost and quality audit processes, all while combining global insights with regional expertise.

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“For marketing to do well, there should be less of a divide between planning for brand and performance, and more focus around creating synergies across the entire marketing funnel,” said Lim.

“It takes time and effort to build strong partnerships, and a disciplined approach is needed to track accountability across both clients and agencies. This isn’t easy, but I’m an optimist. I know I’m at the right place at R3 to be able to help marketers achieve this," she added. 

Shufen Goh, co-founder of R3 and president of Asia Pacific at MediaSense, added “AI, the rise of retail media ecosystems, and the convergence of influencer marketing and eCommerce are pushing the boundaries of speed, scale and integration of creative and media. Lim’s expertise in media, combined with her insight into the inner workings of media agencies and platforms, are instrumental to us helping our clients in APAC navigate this complexity. Lim’s leadership will ensure we continue to help our clients measure marketing and media impact on business outcomes.”

Lim’s appointment comes as marketers across Asia Pacific face increasing pressure to balance media efficiency with long-term brand impact in an increasingly fragmented and tech-driven landscape.

A recent 2023 report by WARC and DoubleVerify highlighed that while APAC marketers express confidence in measuring media quality, they often fall short in ensuring it, indicating a gap between perception and practice in media effectiveness. Furthermore, a study by ExchangeWire revealed that APAC brands are at varying stages of maturity in managing and deploying data and technology. 

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