R/GA has announced the release of ‘R/GA By Design: Revolutionizing Film, the Internet, Social and Beyond’, a new book chronicling nearly five decades of innovation across film, advertising, and digital design, and the company’s role in redefining how brands connect with people through technology.
Available now, the book charts R/GA’s evolution from its founding in a New York City apartment in 1977 by brothers Richard Greenberg and Bob Greenberg to its rise as one of the world’s most influential creative companies – as well as its recent return to independence after more than two decades within IPG.
Along the way, the book documents how R/GA consistently anticipated and helped shape major shifts in media, from film and visual effects to the internet, mobile, social and now the intelligence age.
“From the beginning, we have been fascinated by how technology can expand storytelling,” said Bob Greenberg, founder and chairman emeritus at R/GA. “What started in film and visual effects quickly grew into something much bigger – exploring how brands could live, move, and evolve across entirely new mediums. This book captures that spirit of experimentation that continues to define us.”
Drawing from the agency’s archives, R/GA By Design features interviews with founders, collaborators, and clients, alongside rarely seen sketches, photographs and maquettes. The result is a behind-the-scenes look at the designers, technologists, and filmmakers who helped define modern brand experiences – and the ideas that pushed the industry forward.
To coincide with the book’s release, R/GA has also prototyped an innovative experience called ‘Forever Founder’.
This life-like conversational digital version of R/GA founder Bob Greenberg, currently in beta, is trained on R/GA’s extensive archives and the history told through its new book. Created in collaboration with Runway, the leading AI research company specialising in generative models for creating video content, the Forever Founder can listen, think, and respond to inquiries about the company’s rich history, clients, awards, and vast portfolio of projects.
It is also being trained on Bob’s personal collections of art and design, serving as a living extension of the book’s retrospective.
“Looking back at this history reminds us how much the creative industry has transformed,” said Tiffany Rolfe, chair and global CCO at R/GA. “Every major shift, from film to the internet to social and beyond, has challenged us to rethink how creativity and technology work together. That mindset is still central to how we approach our work today, especially as we enter this AI era.”
Robin Forbes, global CEO of R/GA said: “What this book captures so powerfully is our spirit of reinvention. R/GA has always grown by staying ahead of what’s next. In our new chapter of independence, it’s also what drives us forward – with the freedom to innovate faster, think more holistically, and build the next generation of brand systems for an increasingly intelligent world.”
