How to optimise your investments in Asia’s complex influencer ecosystem
Even as marketers in Asia tap into the vast reach and clout of social media influencers, R3’s Shufen Goh has a few guidelines to make the most of these relationships.
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Agency of the Year: 2026
Some of the qualities that define the successful agencies of the future look quite similar to those that define successful agencies today, according to R3's Shufen Goh.
Women’s success is business success
R3's Goh Shu Fen makes the dollars and cents case for gender equality
Budget planning: Finding the value of a ‘zero-based’ approach
Zero-based budgeting can enable a strategic focus on core marketing goals and lead to effective investment, Shufen Goh of R3 explains.
Improving on paying for performance
As CMOs are pressured to cut costs and drive efficiencies, it’s time to prove marketing’s effectiveness and impact on business.