USA – R/GA, the independent global creative innovation company, has released R/GA By Design: Revolutionizing Film, the Internet, Social and Beyond, a new book documenting nearly five decades of work across film, advertising and digital design and the evolution of how the agency has approached brand-building through technology.
The publication traces R/GA’s history from its founding in 1977 in a New York City apartment by brothers Richard Greenberg and Bob Greenberg, through its growth into a global creative firm and its recent return to independence after more than 20 years within IPG. It also outlines how the company has engaged with successive shifts in media, from film and visual effects to the internet, mobile, social platforms and the emerging intelligence era.
Drawing on material from the agency’s archives, the book includes interviews with founders, collaborators and clients, as well as previously unpublished sketches, photographs and design prototypes. It provides a record of the designers, technologists and filmmakers behind R/GA’s work and the development of modern brand experiences.
“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.”
Alongside the book, R/GA has developed a beta conversational AI prototype called “Forever Founder”, a digital version of founder Bob Greenberg.
Built in collaboration with Runway, the AI research company focused on generative video models, the system is trained on R/GA’s archival material and content from the book, allowing it to respond to questions about the company’s history, work and projects. It is also being trained on Greenberg’s personal art and design collection, positioning it as an interactive extension of the archive.
“Looking back at this history reminds us how much the creative industry has transformed,” said Tiffany Rolfe, Chair and Global Chief Creative Officer 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, added, “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.”
