Li Shan Lim to lead R3’s media practice in Asia Pacific as Principal Consultant

R3, a global marketing consultancy, has appointed Li Shan Lim as Principal Consultant in Asia Pacific. With nearly two decades of experience working in media agencies within Publicis Groupe, WPP, and IPG, Lim’s deep focus on media performance and client leadership has led her to senior roles, partnering with companies like Singapore Tourism Board, Tourism Australia, Singapore Airlines, Nestlé, NTUC FairPrice, and the Health Promotion Board Singapore.

As Principal Consultant, Lim oversees the development of media advisory and consulting for R3 and MediaSense in the APAC region. She will continue to build the companies’ reputation for delivering global knowledge and local fluency into media operational and agency models, media agency reviews and performance management, as well as cost and quality audits.

“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.”

“AI, the rise of retail media ecosystems, and the convergence of influencer marketing and e-commerce are pushing the boundaries of speed, scale and integration of creative and media,” said Shufen Goh, Co-Founder of R3 and President of Asia Pacific at MediaSense. “Li Shan’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. Li Shan’s leadership will ensure we continue to help our clients measure marketing and media impact on business outcomes.”