Interpublic Group (IPG) has announced the sale of the creative innovation agency R/GA to a group of investors led by the investment firm Tuelink capital, with a trajectory in the technological services section. In this way, the agency becomes independent of the group, which has been part since 2001.
The movement responds to the IPG approach to its strategic offers
“This strategic measure allows interpublic to refine our approach to our main strategic offers even more”, Said Philippe Krakowsky, CEO of Interpublic Group, in a statement. “We wish all the excellent people of R/ga the best of the luck in the future”
It should be remembered that IPG is immersed in the process of Acquisition by Omnicom Group, as both companies announced last December. The operation will lead to one of the largest marketing talent group in the industry and would gather a wide range of services and products in marketing, advertising and communication.
From R/GA they point out that the movement involves its independence from IPG and that the agreement includes some of Agency leaders, Among them, Robin Forbes, CEO Global, Tiffany Rolfe, President & Global Chief Creative Offer, who are also investing in the company.
The identity of other investor managers or the economic details of the agreement has not been revealed.
The agency has communicated it with a video in which it shows different metaphors of freedom, such as a dog that gets rid of its belt or a bird that starts flying. “Since 1977” and “Unheld Since March 1, 2025” They are the slogans chosen to announce the movement. “Without the weight of the traditional holding model, without the need to achieve new ambitious goals and explore the unlimited creative possibilities that this new era of intelligence will hold us”, They point out.
“Today is a historical moment, since we enter a new and exciting chapter as a private company with the support of our Tuelink capital partners“; Robin Forbes, Global CEO of R/GA.”This announcement also marks a clear contrast in relation to a generalized consolidation trend in the agencies business. Most agencies will have difficulty adapting to this new era, especially at a time when they are operating in complex agency structures, loaded by the business models of the past”
From R/GA they assure that the company’s new stage will be promoted by a fund of 50 million dollars, which ensures that it will allow it invest in new skills and talents, as well as acquiring new emerging capabilities, tools and platforms, product development and future acquisitions. Specifically, he points out that he is activating a model based on artificial intelligence with the intention of serving his clients better, “Without the restrictions and costs of traditional corporate structures”, They point out.
“The dominant industry narrative around AI has focused mainly on gaining efficiencies in the traditional marketing approach“Tiffany Rolfe said.”That is just part of the equation. We are taking advantage of their creative potential to help brands differentiate and overcome the growing expectations of consumers through new types of intelligent experiences that were not possible before“
They also explain that he has established a strategic advisory council of Senior Marketing and Technology executives for the organization, as well as New remuneration models based on results, New agile equipment structuresand the expansion of a flexible talent model, which calls “r/ga associates.”
From Tuelink, which has allocated 50 million dollars to the aforementioned fund, they point out that R/GA will develop capacities in generative technology to develop new growth opportunities for brands. “We see that the growth of experiences based on AI plays an increasingly important role in generating value in marketing services”, Said Luke Myers, co-founder & Managing Partner of Tuelink Capital. “R/GA is designed and perfectly positioned to help customers take advantage of that new opportunity”
R/GA was founded in 1977 by Bob and Richard Greenberg, and was one of the first digital agencies to stand out in the advertising industry. Over the years he has worked for large brands, such as Nike, Reddit or Verizon, and among their current clients are Google, Nike, Diageo, or Samsung.
