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.
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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

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.