As R/GA globally moves away from an office-centric model to a distributed creative model, this approach will enable R/GA and its clients to work with the best talent across the world, no matter where they are located. R/GA Australia is leading the way in this new model.
R/GA Australia understands its clients’ need for deep expertise across a range of areas and has invested significantly in specialised talent in its Products & Experiences offering, Connected Communications, and its newest practice Brand Design & Consulting. With centres of talent in Melbourne and Sydney, R/GA Australia has built a creative powerhouse that will help elevate the R/GA network, and the Australian advertising scene worldwide.
Says Michael Titshall, SVP managing director, Australia at R/GA: “We’ve accelerated the growth of expertise in our practices with talent on the front-line, rather than investing in rigid and expensive agency executive structures – which we all know has been a frustration of clients for years. Our model enables our best talent, regardless of geography, to work on client briefs and deliver these end-to-end. This has seen R/GA Australia export creative work to the world, with brands such as Nike, Timberland, and Samsung, rather than only the other way around.”
Says Victoria Curro, managing director, Sydney at R/GA: “This new model will enable us to become the essential partner for our clients. Our structure also allows R/GA Australia to innovate and create exciting work at the intersections of our practices as we’re all under one P&L structure. We’re set up to be a lead agency to design businesses and brands positioned for an integrated and more human future that goes beyond traditional broadcast.”
As R/GA approaches its ten-year milestone of operations in Australia, the agency’s core offerings operate in the connected practices of Brand Design & Consulting, Connected Communications, Product & Experience and Brand Relationship Design. Its clients in Australia include A-Leagues, Cotton On, Mecca, TPG Telecom, Nike, Reddit, Google and Toyota. The agency has 124 staff in integrated teams of creatives, strategists, technologists and designers. R/GA Australia has grown by 30% pre-pandemic and is set to grow by 30% again in 2023.
Says Sean Lyons, global chief executive officer, R/GA: “We are at our best when we are very intentional about our creative expertise. It’s easy for creative companies to get lost in the concept of integration without being an expert in the things you are trying to integrate. Our clients come to us for our deep expertise along with our ability to embrace where creativity and technology intersect. In our business technology is often used purely for efficiency when it has tremendous creative potential. This benefits not only our Australian clients but also global clients who rely on our talent here to bring their ingenuity and creativity to their work. Our new model, embracing distributed creativity, will only make this faster and easier.”
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