R/GA

We are proud to share that josefina casellas, VP, Executive Creative Director & GM SS LATAM, has been selected to join the Executive Jury at the Lisbon International Advertising Festival. The Lisbon International Advertising Festival celebrates bold, diverse creative work from emerging markets around the world.

Kai Tier, VP, Executive Creative Technology Director, was a featured speaker at this year’s World Summit AI, presenting Designing Intelligence: How We Shape the AI That Shapes Us. In his dynamic keynote, Kai highlighted the urgent challenges brands face today—from the steep decline in organic traffic caused by AI-driven search to navigating the shift from static storytelling to engaging conversational experiences. Discover the nine ways brands can adapt to the intelligence age in Kai's presentation below. https://lnkd.in/ey5PGKtS

Excited to announce that Addition, the applied AI studio I co-founded with Rick Barber in 2021, will be joining the R/GA family in their first-ever acquisition since achieving newly independent status earlier this year. Really excited for what we can accomplish together as we aim to transform how brands show up in the intelligence age. Addition will continue to operate as an autonomous, AI-native studio within R/GA, but we'll be able to tap into our combined expertise to deliver new kinds of creative AI solutions and a new kind of scale to solve bigger problems and create a better future for our clients. I shared some more thoughts on the why and how of this partnership on our Substack (link in comments). You can also read more in Brian Bonilla's article in Ad Age (also in comments). Massive thanks to everyone who helped make this possible, including our amazing team at Addition, Robin Forbes, Tiffany Rolfe (she/her), Nick Coronges and the entire leadership team at R/GA, and the folks at Truelink Capital for taking a bold bet on the future of our industry.

Since becoming independent, we've been rapidly writing the story of R/GA’s next chapter - setting out our ambition to our people, to our clients, and to the industry, to be the leading creative innovation company for the Intelligence Age. Through our close partnership with our new partners at Truelink Capital, we've been delivering on this by making key strategic investments in our business - in talent, in product development, in new technology, and in new offices. All of this has contributed to the launch of major new AI-enabled work for our clients, focused on the creative potential of AI. A key part of our long term roadmap has always been to make strategic external acquisitions that support our ambitions. Today, I am thrilled to share a significant moment in R/GA's journey and announce we've officially acquired the incredible AI system design and development studio, Addition. Founded by Paul Aaron and Rick Barber, and built from the ground up as an AI-native studio, Addition have created innovative AI solutions for some of the world’s leading brands. This acquisition gives us a lean, AI systems design and development offering that can service brands through rapid pilots and prototypes, and new experiences, to meet growing demand and keep pace with the speed of transformation in this new era.  This strategic move, powered by our new Innovation Fund, represents a significant and tangible investment in the new kinds of talent and AI-enabled capabilities that we believe will shape the next generation of creative experiences for our clients. I am delighted to welcome the Addition team into our company as R/GA's first ever acquisition, and I want to express my thanks to our partners at Truelink for their ongoing support and partnership. Read more in AdAge here https://lnkd.in/gyrab5B2

Today marks a significant moment in our journey and a historic first for R/GA. We are proud to share that we've officially acquired the AI system design and development studio Addition. Founded by Paul Aaron and Rick Barber, and built from the ground up as an AI-native company, Addition have created innovative AI solutions for many of the world’s leading brands, including Google, Unilever and Amazon. Bringing their expertise and talent into R/GA means we'll have even greater access to leading AI-enabled processes, blueprints, and services - accelerating our ability to deliver personalized, adaptive and effective creative experiences for clients. Since becoming independent, we've been rapidly writing R/GA's new story - setting out our ambition to be the leading creative innovation company for the Intelligence Age. And this strategic move, powered by our new Innovation Fund, represents a significant investment in the new kinds of talent and AI-enabled capabilities we believe will shape the future. We are delighted to welcome the brilliant Addition team into the R/GA family, as our first ever acquisition. 🔗 : https://lnkd.in/g4Cycqgj

Today’s consumers expect smarter and more personalized, AI-driven experiences. Many already trust AI more than friends or family for recommendations. In chapter three of Navigating the New Era of Intelligent Commerce, we explore how AI is shaping the way people interact with brands and how businesses can adapt to stay ahead. Read the full chapter at rga.com/commerce-report and explore topics such as: • How AI is redefining the discovery experience • What it means to prepare for agentic commerce • The shift from personalization at scale to smart dialogue

R/GA’s recent experimental film for Moncler has been featured in Forbes, highlighting a pioneering example within the Google AI Lighthouse Program. Created using Google’s generative video model, Veo, From the Mountains to the City demonstrates how the fusion of AI and human expertise can redefine creativity, while safeguarding brand integrity. As mentioned in Forbes, “[the project] was a masterclass in creative control, demonstrating that AI in the right hands can enhance and protect a luxury brand’s most vital assets.” Click through to Forbes to hear how the team leveraged Gemini as an AI coding parter to build a custom tool that helped ensure consistency across every frame of this AI-generated film: https://lnkd.in/ebRAhjAb Story by Kristen O'Hara

What would it take for brands to bring back the warmth of a neighborhood shop at a global scale? In his latest piece for R/GA FutureVision, Ted Wallace-Williams, Associate Creative Technology Director, explores how hyper-personalization powered by AI and first-party data can shift CX from transactional to one-one, human experiences. Read more here: https://lnkd.in/ep5HuVYQ

R/GA's independent era is marked by clarity and focus on what's next. Three months in, Tiffany Rolfe, Chair and Global Chief Creative Officer, and Melissa Jackson Parsey, Global Chief Strategy Officer, sat down with Creative Review to discuss how independence is unlocking R/GA’s ability to move faster, think longer term, and invest in what matters most: creativity, innovation, and impact. "Independence enables us to make educated bets on where the world is moving," says Melissa. "The speed with which we can act on that and push things out to market is so important, but it’s only possible if we have the right capabilities and the right expertise.” From launching a global AI products team to reimagining client partnerships, we’re building a new kind of agency. One powered by technology, rooted in creativity, and shaped by a shared desire to do work that hasn’t been done before. “Good things come from AI," adds Tiffany. That keeps me optimistic, because I know that I can go and be part of the solution, rather than worry about what it means. You don’t have to be fearful if you’re one of the ones helping to build what it means.” Read more on Creative Review here: https://lnkd.in/gZR_-cpS Story by Matt Barker

Home isn’t just a place. It’s the beginning of healing. We’re proud to partner with Airbnb.org on Home Lives On, a campaign that shares the real stories of evacuees who found comfort, dignity, and connection through emergency stays during some of the most devastating crises of the past year. From the wildfires in Los Angeles to the floods in Valencia, these stories are powerful reminders that even in the most uncertain times, small moments can help people begin to rebuild. Learn more at airbnb.org/homeliveson And read ADWEEK's exclusive on the work here: https://lnkd.in/eyKSqMwH