R/GA Abandons “Office-Centric” Model In Favour Of “Distributed Creativity”

R/GA Abandons “Office-Centric” Model In Favour Of “Distributed Creativity”
B&T Magazine
By B&T Magazine



R/GA has announced that it is moving away from an “office-centric” mode allowing staff to work with clients around the world, regardless of where they are located.

R/GA Australia said that it understands its clients’ needs for expertise across a range of areas and that it has invested in specialised talent in its Products & Experiences offering, Connected Communications, and its new Brand Design and Consulting practice.

“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,” said Michael Titshall, R/GA’s SVP managing director, Australia.

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.”

R/GA is coming up to a decade of operations in Australia and, despite its new model, the agency opened a new office in Sydney’s Surry Hills suburb this week. At a launch event for the new office, R/GA execs discussed how they could connect with teams from all over the world — giving them deeper insight and diverse viewpoints. This distributed workforce paid dividends on projects such as the relaunch of the Museum of Chinese in Australia.

R/GA’s global CEO Sean Lyons said: “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.”




Please login with linkedin to comment

r/ga

Latest News

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
  • Advertising
  • Campaigns

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants

SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
  • Advertising

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops

Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]