Ad Agency R/GA Makes Initial Purchase by Integrating AI Studio
R/GA, a renowned digital agency, has made a strategic move by acquiring AI system design studio Addition. This acquisition marks R/GA’s first purchase since becoming independent and signals a long-term investment in new AI talent, tools, and processes.
The deal, funded by R/GA’s $50 million Innovation Fund established in March 2025, aims to expand R/GA’s AI capabilities by integrating Addition’s expertise and network of AI leaders. Addition, founded in 2021 by Paul Aaron and Rick Barber, will continue to maintain its independent brand and market presence.
The 12-person team from Addition, along with their network of AI experts, will join R/GA. This move will enable R/GA to design custom systems and tools for clients, thereby enhancing its AI-powered creative solutions.
Notably, R/GA and Addition have already shared clients, including Google, and have worked together on previous projects and pitches. As a result, the acquisition is expected to strengthen R/GA’s relationships with existing clients and open up opportunities for new collaborations.
Paul Aaron and Rick Barber will join R/GA’s global executive management team, reporting to R/GA’s Global CEO, Robin Forbes. Tiffany Rolfe, chair and global chief creative officer, Nick Coronges, chief technology officer, and Melissa Jackson Parsey, chief strategy officer, are also part of R/GA’s global executive management team.
This acquisition is part of R/GA's broader growth strategy post-independence, leveraging its flexibility and private equity backing from Truelink Capital to invest deeply in AI talent and product innovation. Looking ahead, more acquisitions may follow for R/GA as it continues to deepen its AI capabilities and maintain a competitive edge in the evolving digital and AI landscape.
The terms of the deal were not disclosed, but the acquisition of Addition is integral to R/GA’s long-term strategy, allowing for ongoing investments, strategic partnerships, and acquisitions. The Innovation Fund, established to support these endeavours, is a testament to R/GA’s commitment to staying at the forefront of AI-enabled creative innovation.
[1] R/GA Acquires AI System Design Studio Addition [2] R/GA's Strategic Vision Following Acquisition of Addition [3] R/GA Invests in AI Talent with Addition Acquisition [4] R/GA Strengthens AI Capabilities with Addition Acquisition
- R/GA's acquisition of AI system design studio Addition will enable them to invest in new AI talent, tools, and processes, expanding their AI capabilities as part of their strategic growth plan.
- The integration of Addition's expertise and network of AI leaders into R/GA's 12-person team will allow them to design custom systems and tools for clients, thereby enhancing their AI-powered creative solutions.
- By funding the acquisition with the Innovation Fund, R/GA is signaling a long-term investment in AI talent and product innovation, aiming to stay ahead in the digital and AI landscape and secure strategic partnerships and acquisitions in the future.
