R/GA

PE-backed independent agency-consultancy hybrid known for pioneering digital brand experiences, now repositioning around AI-native capabilities following its 2025 carve-out from IPG

Carved out of Interpublic Group on March 3, 2025, in a management-partnered sale to private equity firm Truelink Capital, R/GA now operates as an independent agency led by Global CEO Robin Forbes and Chair/Global CCO Tiffany Rolfe. The deal, estimated at $200–300M in industry circles, returned R/GA to private ownership after years under the IPG holdco umbrella and positions it to compete as a nimble, PE-backed independent in an era of rapid AI-driven transformation. To signal its strategic ambitions, R/GA launched a $50M Innovation Fund in March 2025 and made its first-ever acquisition — Addition, an AI studio — in July 2025. Founded in 1977 by Bob Greenberg, R/GA built its reputation as a pioneer at the intersection of technology, design, and marketing. The agency is globally recognized for creating connected brand experiences that span digital products, platforms, and campaigns — serving blue-chip clients across automotive, consumer goods, technology, and financial services. Its work for brands such as Nike, Samsung, and Beats by Dre helped define the modern discipline of digital brand building, earning it consistent recognition at Cannes Lions and other major industry awards. In the AdTech and marketing services ecosystem, R/GA occupies a distinctive position as a consultancy-agency hybrid — combining the strategic depth of a management consultancy with the creative and technical execution of a full-service agency. Its investment in generative AI capabilities, underscored by the Addition acquisition, signals a deliberate pivot toward AI-native service delivery. With its new PE backing, independent operating structure, and innovation fund, R/GA is actively repositioning itself to attract clients seeking transformation-oriented partners rather than traditional agency relationships.