Marketing firm RGA expands its horizons by purchasing an AI studio for the first time.
R/GA Acquires AI System Design Studio Addition
In a significant move, R/GA, a renowned digital transformation company, has made its first acquisition in its nearly 50-year history. The acquisition is of AI system design studio Addition, a move that marks R/GA's commitment to deepening its AI capabilities and leadership in AI-enabled creative services [1][2][3].
The deal, funded by R/GA's Innovation Fund launched in March 2025 with $50 million, is a key part of R/GA's post-independence growth strategy. The fund aims to invest in new talent, product development, partnerships, and acquisitions that drive innovation and AI-powered creative solutions for clients worldwide [1][2][3].
Addition brings a specialized, deep expertise in AI system design and development to R/GA. The 12-person team, as well as its network of AI experts, will join R/GA, adding to its talent pool of AI innovators [1][2].
This partnership offers an opportunity for Addition to embed its AI approach within a global and innovative company. Aaron, the founder of Addition, stated that joining R/GA is a strategic move that will allow them to scale their impact and reach a broader audience [1].
R/GA and Addition already share clients, including Google, and have worked together on previous projects and pitches. Addition has also worked with other notable clients such as Amazon, NBCU, Unilever, Prudential, and The New York Times [1].
For Addition, the acquisition allows them to retain a level of independence and continue to service their core clients as normal, while also collaborating on R/GA client work. They will report to Global CEO Robin Forbes and work alongside chair and global chief creative officer Tiffany Rolfe, chief technology officer Nick Coronges, and chief strategy officer Melissa Jackson Parsey [1].
Global CEO Robin Forbes described the acquisition as a "significant and tangible investment" reflecting the "new kinds of talent and AI-enabled capabilities that will shape the next generation of creative experiences." This move is R/GA’s first acquisition since becoming an independent, privately held company, highlighting its strategic use of independence and private equity backing to embrace AI as a “potent opportunity” for creativity and business growth [1][2][4].
Forbes also hinted at potential future acquisitions, stating that the Innovation Fund is designed for ongoing investments and is integral to their long-term strategy. The acquisition of Addition is part of a larger strategy to deepen R/GA’s AI capabilities and position itself at the forefront of the next era of brand experiences shaped by artificial intelligence [1][2][3][4].
With this acquisition, R/GA aims to enhance its ability to deliver personalized, adaptive, and highly effective AI-driven creative experiences. The company plans to integrate Addition’s capabilities to accelerate the scale of AI-led innovation across its global operations, pursuing creative potential in generative AI and other emerging technologies [1][2][3][4].
References: [1] Forbes. (2025). R/GA Acquires AI System Design Studio Addition. [Online] Available at: https://www.forbes.com/sites/forbespr/2025/07/01/rga-acquires-ai-system-design-studio-addition/?sh=6a178a97456d
[2] Adweek. (2025). R/GA Acquires AI Studio Addition to Boost AI Capabilities. [Online] Available at: https://adweek.com/agencynews/rga-acquires-ai-studio-addition-to-boost-ai-capabilities/
[3] The Drum. (2025). R/GA Acquires AI Studio Addition to Boost AI Capabilities. [Online] Available at: https://www.thedrum.com/news/2025/07/01/rga-acquires-ai-studio-addition-boost-ai-capabilities
[4] Campaign US. (2025). R/GA Acquires AI Studio Addition to Boost AI Capabilities. [Online] Available at: https://www.campaignus.com/article/rga-acquires-ai-studio-addition-to-boost-ai-capabilities/
- The deal funded by R/GA's Innovation Fund will empower Addition to position itself as a key player in the development of artificial-intelligence technology, reinforcing R/GA's leadership in AI-enabled creative services.
- With the addition of the AI system design expertise from Addition, R/GA is poised to make significant investments in technological advancements, capitalizing on the potential of AI-driven creative experiences and the positioning of R/GA as a global pioneer in brand experiences shaped by artificial intelligence.
