Greg Paull, co-founder and principal at marketing effectiveness consultancy R3 joins the Echo Chamber to discuss the challenges posed by today's marketing landscape. In conversation with Arun Sudhaman, Paull explores the woes of holding groups, the rise of management consultancies, agency M&A trends, how CMO demands are changing and what we should expect from Chinese brands. Paull, whose firm studies client/agency relationships, also explores what the future holds for PR agencies.