R3:JLB is a client-agency relationship consultancy dedicated to helping marketers improve the value and performance of their agency relationships. The firm has 30 consultants located in Chicago, New York, Miami, Beijing, Singapore, and Delhi. Goodall joined R3:JLB in 2004. During his 30-year advertising agency career he served in various account management and senior management positions in prominent Chicago and New York City agencies. He has also served on the board of the American Association of Advertising Agencies and on the National Advertising Review Board.