R/GA returns to independent after 23 years with IPG
Creative agency R/GA is returning to independent status, after 23 years as part of IPG.
Following a new partnership between the agency’s global management and private equity firm Truelink Capital, it will return to a privately owned company.
Global CEO, Robin Forbes, and global CCO, Tiffany Rolfe, are among those investing in the company as part of the deal.
R/GA’s next chapter will be fueled by a US$50 million innovation fund, enabling the company to “invest in new skillsets and talent” and acquire new capabilities. The agency has also established a strategic advisory council of senior marketing and tech executives to support emerging AI client transformation opportunities.
“Today is a landmark moment for R/GA, as we enter an exciting new chapter as a private company supported by our new partners at Truelink Capital. This announcement also signals a stark contrast to a wider trend towards consolidation in the agency business,” Forbes said.
“Most agencies will struggle to make the pivot in this new age, especially at a time when they’re operating within complex agency structures, saddled with legacy business models. There’s never been a better time and there is no better company than R/GA to implement a new model for this new environment.”
Rolfe said the agency is simply “leaning into” changes in the industry, including the rise of AI.
“At R/GA change is a feature, not a bug, and we believe in the power of brands to transform – which is what we do for clients, and now we’re doing it for ourselves.
“The dominant industry narrative around AI has focused largely on efficiency gains in the traditional marketing approach, which is only part of the equation. We are leaning into the creative potential to help brands differentiate themselves and exceed rising customer expectations through new kinds of intelligent experiences that haven’t been possible before.
“To us, it’s an opportunity to accelerate our world-class creative work through technology and design.”
Luke Myers, co-founder and managing partner at Truelink Capital, said he can see the growth of AI-enabled experiences to play increasingly important roles in marketing, and R/GA is both “designed and perfectly positioned” to help “seize that new opportunity” for clients.
“Which is why we’re so excited to back R/GA’s global leadership team through our strategic investment,” he said.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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