R/GA Australia launches search offering to combat diminishing traditional search methods
Creative studio R/GA has launched a new offering aimed at assisting brands in staying ahead in the rapidly changing consumer search landscape.
Search Intelligence will provide the agency with strategic growth, while helping clients to identify genuine demand and tailor products to meet authentic customer needs.
As traditional search methods wane due to the rise of AI and Gen Z’s inclination towards social media for immediate information, brands are having to reassess their strategies. R/GA’s Search Intelligence offering hopes to uncover untapped opportunities, unlike conventional SEO approaches.
R/GA’s Search Intelligence team
“The conventional use of SEO is evolving, prompting CMOs to prioritise authentic customer experiences,” said R/GA Australia’s director of data, Marc Williamson.
“Our approach is strategic, not merely tactical. We’re not just adding meta; we’re defining how pages are built to create a robust foundation for future growth strategies. Our focus is human-centric, bridging the gap between marketing and product by connecting with people, not just machines.”
Search Intelligence currently supports clients in the automotive, financial technology, and government categories, led by Williamson and Search Intelligence lead, Eliot Koey.
Senior analysts Nicolò Zanellato and James Binnie, along with analysts Anshula Bains and Seamus Collins, and search analyst Deepu Madhusudhanan, also contribute to the team’s expertise.
Across three key pillars – Category Intelligence, Audience Sizing and Acquisition, and Platform Alignment/Enablement – the new offering will help brands enhance visibility across all search and social formats.
Category Intelligence will uncover Australian motivations using search data, while Audience Sizing and Acquisition will link search insights to product strategies, with measurable incomes. Finally, Platform Alignment/Enablement will ensure digital platforms effectively engage both Gen AI and search users.
“Search is going through a huge change and consumer behaviour is in flux. R/GA’s Search Intelligence offering prioritises a customer-centric growth strategy, focusing on actual people and impact, rather than clicks,” said Michael Titshall, APAC CEO at R/GA.
“We’ll help brands identify new audiences, find new ways to connect with people and optimise experiences to stand out in a competitive market.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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