USA – Creative innovation company R/GA has acquired ‘Addition,’ an AI system design and development studio, marking its first acquisition since becoming an independent, privately held company.
Founded in 2021 by Paul Aaron and Rick Barber, ‘Addition’ has developed AI solutions for a roster of global brands, including Google, NBCU, Unilever, Prudential, Amazon, and The New York Times.
The acquisition signals a step forward in R/GA’s post-independence growth strategy and broader investment roadmap. Through the integration of ‘Addition,’ R/GA aims to expand its access to AI talent, processes, and development tools, strengthening its service offerings in AI-enabled design and creative solutions.
The move is backed by R/GA’s Innovation Fund, which supports investments in talent, product development, partnerships, and acquisitions. It also aligns with R/GA’s ongoing push to integrate AI more deeply into its operations—recent initiatives include the launch of an AI Search Optimisation Platform and the formation of a global AI Products Team.
R/GA has been collaborating with clients such as Google and Moncler to test the creative potential of generative AI tools like Veo, including producing an experimental film exploring new AI video applications. The acquisition of ‘Addition’ is seen as a continuation of these efforts to scale AI-led innovation across its global operations.
Robin Forbes, global CEO of R/GA, said, “Since becoming independent, we’ve been rapidly writing R/GA’s new story and setting a new industry tone, fuelled by our independent flexibility, our global reach, and Truelink Capital’s investment.”
“This move represents a significant and tangible investment in the new kinds of talent and AI-enabled capabilities that we believe will shape the next generation of creative experiences for clients. We are delighted to welcome the Addition team into our business as R/GA’s first ever acquisition,” Forbes added.
Following the acquisition, Addition CEO Paul Aaron will report to R/GA global CEO Robin Forbes and work closely with key members of the agency’s global executive leadership team, including Tiffany Rolfe, chair & global chief creative officer; Nick Coronges, global chief technology officer; and Melissa Jackson Parsey, global chief strategy officer.
Paul Aaron, co-founder and CEO of Addition, commented, “Joining R/GA represents an opportunity for us to embed our approach to AI within a truly global and innovative company. R/GA’s creative culture, history of innovation, and ambition to lead the Intelligence Age make this the perfect partnership. We’ve always wanted to shape the future of brands, and this acquisition will enable us to do so on a much larger scale.”
