Interactive Is Relationship Marketing

Ad Age has selected R/GA as its interactive agency of the year.

Under CEO-Chief Creative Director Robert Greenberg, the agency is defining advertising in a customer-centric evolving age.
The agency’s big idea is that while today consumers demand to be in control, their interaction with a brand is not always enacted through the Web or any device in particular. Nor is it about even a series of multimedia hits. R/GA homes in on what kind of relationships the consumer has with a brand. And that interaction is entirely about R/GA’s tactical means of building and tending that relationship.
The agency has placed interactivity at the core of its strategy. But Mr. Greenberg is evolving R/GA’s strategy across all channels, just as he nurtured R/GA over the last 30 years from a film production company to an interactive agency.
R/GA is No. 12 in Advertising Age’s ranking of interactive agencies, with revenue in 2004 of $41.6 million, up about 15%. Since 2004, it’s hired 200 staffers.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.