R/GA makes first-ever acquisition, buying AI design studio Addition

Creative innovation agency R/GA has made the first acquisition in its 50-plus year history, acquiring AI system design and development studio Addition as it doubles down on artificial intelligence.

The move signals a major milestone in R/GA’s evolution following its transition to an independent, privately held company in partnership with private equity firm Truelink Capital. It also underscores the agency’s ambition to lead the next era of brand experience by embedding AI more deeply across its creative and strategic capabilities.

Founded in 2021 by Paul Aaron and Rick Barber, Addition has delivered AI solutions for a client list that includes Google, NBCUniversal, Unilever, Prudential, Amazon and The New York Times. The studio, which brings a team of experts from Silicon Valley, research labs and creative agencies, will now operate under R/GA, with Aaron reporting to global CEO Robin Forbes.

“Since becoming independent, we’ve been rapidly writing R/GA’s new story and setting a new industry tone, fueled by our independent flexibility, our global reach, and Truelink Capital’s investment,” Forbes said.

“This move 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 clients. We are delighted to welcome the Addition team into our business, as R/GA’s first ever acquisition.”

The deal is backed by R/GA’s newly established Innovation Fund, created to support talent, partnerships, product development and strategic acquisitions that align with the agency’s post-independence roadmap.

Aaron, who becomes part of R/GA’s executive leadership team, said the acquisition allows Addition to scale its impact globally.

“Joining R/GA represents an opportunity for us to embed our approach to AI within a truly global and innovative company,” he said. “R/GA’s creative culture, history of innovation, and ambition to lead the Intelligence Age makes this the perfect partnership. We’ve always wanted to shape the future of brands and this acquisition will enable us to do so on a much larger scale.”

R/GA has been vocal about its AI ambitions, having already launched a proprietary AI Search Optimization Platform and established a global AI Products Team. It has also worked with clients like Google and Moncler to explore the potential of new tools such as Veo, Google DeepMind’s generative video model, including the production of an experimental film.

With the Addition deal, R/GA now expands its capabilities further to offer AI-powered systems, services and design blueprints for adaptive, personalised brand experiences. The move also cements its push to remain at the forefront of technology-led creativity.

Throughout its history, R/GA has consistently evolved with the times - from motion graphics and digital advertising to mobile and connected spaces. With artificial intelligence now emerging as a defining force in marketing and product design, the agency is positioning itself to lead what it calls the “Intelligence Age.”