Tag: R/GA

USA –  R/GA has named Urvashi Shivdasani as its new global chief financial officer, the agency’s first global C-suite appointment since regaining independence through a partnership between its management and private equity firm Truelink Capital.

Shivdasani joins R/GA from Huge, where she served as global CFO overseeing finance and operations functions spanning accounting, FP&A, real estate, commercial finance, resource management, and IT. She was also involved in the company’s transition to private equity ownership. Her previous roles include senior finance positions at Ralph Lauren and Discovery Communications.

At R/GA, she will work closely with CEO Robin Forbes and the global leadership team to shape the agency’s financial strategy, improve operational efficiency, and support the shift toward a more flexible, outcomes-based commercial model.

“Urvashi’s extensive experience and strategic acumen will be invaluable as we chart R/GA’s course as an independent agency and activate a new commercial model based on outcomes and not hours. Her track record of driving financial success and operational excellence will be critical as we continue to invest in innovation and new ways of working,” said Forbes.

Shivdasani’s appointment comes as agencies face mounting pressure to move away from traditional payment structures, driven by advances in AI and a growing emphasis on efficiency. She will also be responsible for overseeing the strategic deployment of R/GA’s newly launched $50 million Innovation Fund.

Speaking about her new role, Shivdasani shared, “I’m thrilled to join R/GA at this pivotal moment in its history. The agency’s commitment to innovation and its bold vision for the future were an incredibly compelling opportunity, and one I can’t wait to be involved in. I look forward to partnering with Robin and the leadership team to continue to build a growth organisation for the long term that drives creativity and innovation for our clients.”

Singapore – Creative innovation company R/GA has launched its AI search optimisation platform to help brands track their visibility. Through AI-powered search, R/GA’s tool aims to reshape how consumers discover brands.

Through the AI search optimisation platform, R/GA allows brands to perform real-time search health checks, providing them deep visibility. It helps brands understand and influence AI search results while allowing them to track, measure, and optimise their presence.

R/GA’s platform features include benchmarking across tools such as Gemini, Perplexity, ChatGPT, Claude, and Deepseek. It also performs sentiment analysis and provides actionable recommendations to improve AI search performance.

The shift to AI-generated search necessitates tailored strategies for brands to avoid losing their visibility. Through the platform, R/GA is helping brands retool their content and visibility strategy.

Nick Coronges, Global CTO at R/GA, said, “As part of our Innovation Fund, we’re investing in creating new products and solutions for our global clients that address emerging needs. The R/GA AI Search Optimization Platform is the first in a suite of AI tools we are developing to accelerate value creation for our clients. With this product, we can provide instant insights and ongoing services in a fraction of the time, with the technology itself powered by AI-enabled analytics agents and Large Language Models (LLMs) under the hood.”

“R/GA’s AI Search Optimization Platform provides us with actionable insights as we partner with brands to optimise and refine their visibility across emerging AI search tools. We now have continuous monitoring across sectors, brand-specific benchmarking, and can detect changes in real-time,” Marc Williamson, director of marketing sciences at R/GA, said.

London, United Kingdom – Creative innovation agency R/GA has announced its return to independence as a privately-owned company after 23 years as part of IPG, following a new partnership between R/GA’s global management and private equity firm Truelink Capital. 

R/GA’s Global CEO Robin Forbes and Chair & Global Chief Creative Officer Tiffany Rolfe are two of the global leaders, together with others, who are investing in the company as part of the deal. R/GA’s next chapter will be fueled out of the gate by a $50m Innovation Fund, enabling the company to invest in new skillsets and talent, and acquire new capabilities, emerging tools and platforms. 

Additionally, R/GA has established a Strategic Advisory Council of senior marketing and technology executives to support emerging AI client transformation opportunities across multiple sectors. 

As an independent company, R/GA is activating an AI-enabled model to better serve clients, unburdened by the restrictions and overheads of traditional corporate structures. New remuneration models based on outcomes, agile new team structures, and scaling up its flexible talent model ‘R/GA Associates’, are among the initial changes being implemented. 

Robin Forbes, global CEO at R/GA, said, “Today is a landmark moment for R/GA, as we enter an exciting new chapter as a private company supported by our new partners at Truelink Capital. This announcement also signals a stark contrast to a wider trend towards consolidation in the agency business.”

He added, “Most agencies will struggle to make the pivot in this new age, especially at a time when they’re operating within complex agency structures, saddled with legacy business models. There’s never been a better time and there is no better company than R/GA to implement a new model for this new environment.”

Meanwhile, Tiffany Rolfe, chair and global chief creative officer at R/GA, commented, “At R/GA change is a feature, not a bug, and we believe in the power of brands to transform – which is what we do for clients, and now we’re doing it for ourselves. The dominant industry narrative around AI has focused largely on efficiency gains in the traditional marketing approach, which is only part of the equation.”

She added, “We are leaning into the creative potential to help brands differentiate themselves and exceed rising customer expectations through new kinds of intelligent experiences that haven’t been possible before. To us, it’s an opportunity to accelerate our world-class creative work through technology and design.”

In said partnership, Truelink has earmarked a minimum of $50m to R/GA’s Innovation Fund to enable the company to further build generative technology capabilities that will unlock new growth opportunities for brands. R/GA also plans to leverage this Fund to invest in new kinds of skillsets, talent, product development and future acquisitions. R/GA’s newly established Strategic Advisory Council brings together a select group of high-profile experienced external perspectives across specific sectors to help support transformation opportunities with the greatest returns for clients. 

Luke Myers, co-founder and managing partner at Truelink Capital, said, “We see the growth of AI enabled experiences playing an increasingly important role in unlocking value in marketing services. R/GA is both designed and perfectly positioned to help seize that new opportunity for clients. Which is why we’re so excited to back R/GA’s global leadership team through our strategic investment.”

Houlihan Lokey, Inc. and Morgan Stanley & Co. LLC acted as financial advisors while Willkie Farr & Gallagher LLP provided legal representation to IPG and R/GA.

Singapore – KFC is dishing out a fix for women’s generally tiny jean pockets this International Women’s Day. Collaborating with denim label Pinheads and creative innovation company R/GA, the fast-food chain has unveiled the ‘Pocket Fix,’ addressing the unequal pocket sizes between men and women.

The ‘Pocket Fix,’ which fits KFC’s ‘Pockett’ wraps, can be stitched to fashion items needing compartments. Made from Japanese denim, the attachable pockets bear KFC’s distinct elements: red and white stripes topped with the Colonel’s bolo tie.

More than a functional fashion statement, KFC’s ‘Pocket Fix’ is challenging the gender bias seamed into women’s pocket sizes.

To amplify the campaign, KFC is collaborating with Singaporean influencers, including Ian Thio, Kelly Tan, and Queenie Lim. While stitching the ‘Pocket Fix’ into their pants and dresses, the influencers are also pointing out the lack of practical pockets in women’s apparel.

The pocket pattern will be made available on Pinhead’s website, allowing anyone to download it and create their own pockets.

“In womenswear, pockets are often designed with aesthetics in mind rather than functionality, leaving us with impractical pockets that can’t even hold a phone,” Jalene Seah, co-founder of Pinheads, said.

“Our Pocket Fix collaboration with KFC, inspired by the KFC Pockett’s unique shape and dimensions, allowed us to create a pocket that is not only spacious and practical but also stylish – proving that you don’t have to choose between form and function,” Seah added.

“Women have been complaining about tiny pockets for years. We want everyone to have pockets big enough to fit a KFC Pockett. We hope The Pocket Fix makes people smile – and maybe even makes fashion take note,” Jaslyn Lam, marketing director at KFC Singapore, said.

Carmen Ang, senior art director at R/GA, commented, “The moment we realised our KFC Pocketts wouldn’t even fit in our own pockets, we had to laugh – because, let’s be real, women’s pockets are kind of a joke. The idea clicked with everyone, no matter their gender. So, this International Women’s Day, we wanted to create something fun (and actually functional) to shine a light on the issue.”

Australia – One Day, a rising Australian label known for breaking new and emerging artists, will partner with creative innovation company R/GA Australia to develop the brand’s strategy and identity. R/GA will work closely with One Day to support its community-building efforts, define its unique brand relevance and amplify its presence, as it identifies the next Australian breakout talent. 

In May 2024, Universal Music Australia (UMA), a division of Universal Music Group (UMG), announced a strategic relationship with One Day Recordings to support artist development and expand the reach of Australian talent on both domestic and global stages. 

Originally launched in 2013 as an events brand, One Day Entertainment transitioned five years ago into artist and producer management under co-founders Nick Lupi and Adit Gauchan. Known for iconic events like One Day Sundays, which featured international stars such as Anderson .Paak, One Day has evolved into an artist-focused management company with a roster that includes 18YOMAN, ONEFOUR—winners at the 2024 APRA Music Awards—and artists like Chillinit and tiffi. 

The brand continues to champion a nurturing, innovative approach to artist management, cementing its place as a cornerstone of the Australian music scene. One Day is committed to elevating and amplifying the future of Australia’s new creative landscape, inspiring confidence in the next generation. 

Nick Lupi, co-founder at One Day said, “R/GA’s work with We Are Warriors and Nike has been a true inspiration for us, and we quickly recognised they were the perfect partner for the next chapter of our brand. They immediately understood who we are and where we’re headed—empowering artists to build long-term, meaningful careers. We’re thrilled to collaborate with such a talented team of designers, creatives, and innovators to bring a new generation of Australian artists to the forefront.”

Meanwhile, Ben Miles, chief design officer, APAC at R/GA, said, “I have deep admiration for One Day—they’re artist-led, community-driven, and truly go against the grain. They understand that the connection between listener and artist is so much more than a transactional algorithm; it’s about difference, emotional depth, creativity, and building real communities and fans.”

He added, “Partnering with them on their next chapter is an honour, as we bring a fresh perspective to their brand and the evolving Australian music scene. We’re proud to amplify their vision, supporting creativity from the fringes and helping them grow locally and globally. As always, we’re committed to ensuring the people behind this project reflect the audience they’re creating for.”

Singapore – KFC has teamed up with R/GA Singapore to create ‘Jingle Your Tastebuds’ remix to pair with Parmesan Truffle Chicken.

Through ‘sonic seasoning,’ a neuromarketing technique, KFC and R/GA have released a musical remix of ‘Jingle Bells’ that scientifically matches and elevates the flavours of Parmesan Truffle Chicken.

To create the soundtrack, KFC and R/GA collaborated with Gemma Calvert, a professor from Nanyang Business School and Massive Music. By matching sound elements with different food textures, Calvert’s team found the optimal sonic seasoning that pairs with the chicken’s umami taste.

@kfc.singapore

Think we were making it up? Our Sonic Seasoning music track for the Parmesan Truffle Chicken is proudly brought to you by NTU’s professor of Neuroscience, Prof. Gemma Culvert, head on over to the Spotify link in our bio and try the Sonic Seasoning with the Parmesan Truffle Chicken. Here’s a sneak peek at what went down. #kfcsg #kfcsingapore #KFCParmesanTruffle #SonicSeasoning

♬ original sound – KFC Singapore – KFC Singapore

The sensory experience aims to regain customers’ excitement around the Parmesan Truffle Chicken amidst the holidays in Singapore. With a reimagined classic Christmas track, KFC and R/GA have set out to create a unique holiday experience for Singaporeans.

‘Jingle Your Tastebuds,’ is available on Spotify. The QR code to KFC’s Spotify page can also be found across out-of-home ads, film, and social media.

“Through thoughtful sound design, we crafted a track that elevates Parmesan Truffle Chicken into a premium, multi-sensory experience. It slows down the eating pace, allowing diners to savour the creaminess, crunch, and aroma of truffle to the fullest,” Calvert said.

Jaslyn Lam, director of marketing and food innovation at KFC Singapore, commented, “Our goal with the return of Parmesan Truffle Chicken was to surprise and delight our customers in a way they’d never expect. This isn’t just about bringing back a favorite – it’s about reinventing the experience with a unique sonic seasoning that amplifies the taste. Working with R/GA to explore how sound can elevate flavour has unlocked an entirely new way to enjoy KFC.”

“No Christmas gathering is complete without music to set the mood. But why stop there when music has the sonic prowess to enhance taste profiles. By roping Professor Gemma and the experts at Massive Music into the kitchen, it’s about going beyond traditional comms and productising how we can get consumers to further enjoy the tasty Parmesan Truffle Chicken,” Ed Cheong, executive creative director at R/GA Singapore, said. 

Japan – To celebrate the 12th anniversary of the popular tower defence mobile game The ‘Battle Cats,’ creative innovation company R/GA and game developer PONOS have reimagined the experience for players by blending cinematic art and gameplay inspired by Japan’s Sengoku period.

Titled ‘The Way of the Cat,’ the campaign takes inspiration from Japan’s Sengoku period, a time of tactical mastery and conflict. By combining art, gameplay, and storytelling, it showcases the game’s strategic depth, transforming The Battle Cats from a quirky, cute title into a rich, strategy-driven experience.

R/GA brought the vision to life with the Sengoku concept, a centrepiece showcasing the game’s intricate battles and strategies. Enhancing this, the modern Byobu serves as a striking visual element, seamlessly linking in-game artistry with the campaign’s narrative.

This cohesive approach launched a Sengoku-themed in-game event, allowing players to dive into the game’s rich storytelling. Complementing this, social media tactics encourage players to explore and engage with its strategic depth.

As part of the anniversary campaign, two cinematic films inspired by classic Samurai cinema were also released to celebrate the game’s milestone.

Seiichiro Sano, managing director and COO of PONOS, said, “As we celebrate 12 years of The Battle Cats, we’re excited to challenge perceptions and showcase the game’s strategic depth. This collaboration with R/GA honours our heritage while inviting new players to experience the thrill of tactical gameplay in a fresh way.” 

Masaya Nakade, executive creative director at R/GA Japan, added, “Our aim was to elevate the perception of The Battle Cats by weaving together art and strategy to capture the game’s true essence. Through Sengoku-inspired storytelling and high-calibre visuals, we’ve crafted an experience that celebrates the game’s unique creativity and challenges players to appreciate its depth.”

Japan – Creative innovation agency R/GA and the tower defence game The Battle Cats have officially revealed the double agent behind the chaos of the game’s 10th anniversary celebrations, introducing a captivating new twist to its already quirky storyline.

The mission began when the 10th anniversary festivities were delayed due to sabotage, prompting players to hunt for the elusive Spy Cat. As Cat Intelligence Agents (CIAs), players explored clues in-game and on social media to solve the mystery, investigate 10 suspicious cats, eliminate suspects, and earn rare tickets as rewards.

Co-created by PONOS and R/GA, the second chapter of the ‘Mission Impawsible’ campaign maintains the thrill of espionage to attract new players. Following players’ accusations against 10 potential suspects, the true identity of the spy was finally unveiled.

Players who participated in the hunt encountered the sneaky saboteur—none other than Doge, the sworn enemy. As the mask is removed, Mohawk Cat is discovered safe and sound, lounging in the hotel refrigerator. Players received their rewards for correct accusations directly in their in-game mailbox.

In the game’s second edition, Projector Cat announces a final mission inviting players to participate in the Best of the Best Festival. During this event, players can win the new Uber Rare character, Trixi, through the fixed capsule machine. With the double agent captured and the machines repaired, The Battle Cats officially celebrate their 10th year anniversary. 

Seiichiro Sano, managing director of PONOS, said, “We wanted to make The Battle Cats’ 10th anniversary truly special, and ‘Mission Impawsible’ captures the quirky, unpredictable essence of the game. Spy Cat brings a new layer of excitement, and it’s been incredible to see gamers fully engage with the mystery. The positive response shows just how much they love diving into this global spy adventure.” 

Ari Halper, global head of creative excellence at R/GA, added, “Working with PONOS on Mission Impawsible was about pushing creative boundaries for a mobile game’s anniversary promotion. By tapping into the incredibly popular espionage/thriller genre, we were able to lure new audiences to the game while staying true to the Battle Cat’s unique charm. All while entertaining current, returning, and new players alike. And seeing players not only engage but truly love the experience has been hugely rewarding—it’s a testament to the power of combining storytelling with gameplay and promotion.” 

The Battle Cats’ ‘Mission Impawsible’ campaign was developed by R/GA’s global teams from Japan, the US, Argentina, Singapore, and Australia. Running across social media, paid media, and influencer channels in English-speaking regions during September and October, the campaign attracted over 2 million new users, reactivated 1.1 million lapsed users, and received 80,000 total votes.

Japan –  Video game company PONOS has launched a thrilling spy-themed campaign to celebrate the 10th anniversary of the English edition of its hit tower defence mobile game, ‘The Battle Cats,’ inviting players to uncover a mysterious double agent and save the celebration.

Titled ‘Mission Impawsible,’ the campaign’s storyline thrusts players into action as a double agent sabotages capsule machines built for the 10th anniversary festivities, forcing the postponement of the highly anticipated Best of the Best festival. As the hunt for the Spy Cat begins, every cat is a suspect. Players are invited to join the investigation, defend the Cat Base, and expose the double agent in this thrilling game of cat and mouse to bring justice once and for all. 

Seiichiro Sano, managing director of PONOS, said, “Who doesn’t love a good spy thriller? From James Bond to Mr. and Mrs. Smith to The Bourne Identity, espionage stories capture our imagination. Typically, campaigns are built outside of the game, but once again PONOS and R/GA’s global team collaborated to integrate the voting system directly within the game, engaging core players.” 

Ari Halper, global head of creative excellence at R/GA, added, “There is a great irony in the gaming world: while games are meant to entertain us, their promotions and celebrations typically fall back on the same retail tactics and sales clichés. But why not extend the entertainment into the promotions and celebrations themselves?” 

The ‘Mission Impawsible’ campaign, featuring social media, paid media, and influencer content, will roll out across English-speaking regions throughout September and October. Players can make their final suspect accusation between October 7th and 14th. 

Since its original release for the Japanese market in 2012 and the English version in 2014, The Battle Cats has become a widely acclaimed tower defence strategy game, amassing over 92 million downloads and continuing to grow.

Australia – Creative innovation company R/GA has elevated Ben Miles to the newly established role of chief design officer for APAC, where he will spearhead design innovation across the region.

In his new role, Miles will enhance R/GA’s craftsmanship, strategic thinking, and output to achieve world-class, innovative design across APAC. He will focus on expanding the region’s design disciplines in branding, experience, and communications practices, working closely with multidisciplinary leaders in each market to realise this vision.

Miles previously served as the VP and executive creative director of brand design for APAC. Renowned as a global design leader, he is recognised for driving transformative brand work and fostering a positive company culture while championing impactful ideas rooted in a deep understanding of human behaviour.

At R/GA, Miles has built a diverse and innovative team that includes some of APAC’s top brand, visual, verbal, and strategic designers. They collectively advocated the idea that brands should actively shape culture rather than just exist within it.

Miles’ leadership has been recognised with prestigious awards, and his impact extends to shaping and enhancing brands across Australia, New Zealand, and Asia, including notable names like Telstra, Westpac, Powerhouse Museum and City of Sydney, Google, Nike, UOB, SingLife, IGA, Toll, SKY NZ, Foxtel, Cotton On Group, Huffer, Fed Square, Bailey Nelson, ZIG (part of CDG), Timberland, and The Prince Akatoki, as well as numerous startups. 

Speaking on his promotion, Miles said, “I joined R/GA because they intersect design and technology, and through our creative innovation model, design isn’t just visual—it’s a mindset. Design elevates businesses, equipping them with the tools to solve today’s most pressing issues and anticipate tomorrow’s challenges. It navigates complexity by strengthening connections across sectors and empowering organisations to reimagine brands in innovative ways. I’m honoured by the trust R/GA has put in me to elevate our capabilities across the region.” 

Meanwhile, Tiffany Rolfe, global chair and global chief creative officer, said, “R/GA was founded on the principles of design and technology, and so this newly created role is especially significant. Ben has proven to be a skilled practitioner and inspiring leader, always designing to create impact for our clients and the world. I look forward to having his infectious passion across even more of our work and teams in APAC.” 

Michael Titshall, CEO of APAC at R/GA, added, “Ben makes the industry, R/GA, and all of us better with his passion, creativity, and innovation. In this unique role, he’ll inject his brand and design expertise, giving R/GA’s clients across the region access to unique creative solutions.”