R/GA gets driven by disruption
R/GA IS ONE of the world’s most successful agencies — but staying on top isn’t easy in an era of disruption, said chairman, founder and CEO Bob Greenberg in a session entitled Disruption by Design.
“You have to change to stay relevant. For us that means self-disruption is a driving force. When we are at our most successful, that is the time we abandon the existing model and change.”
R/GA chief strategy office Barry Wacksman picked up the story by describing the company’s efforts to disrupt the venture capital sector by working with its clients to support start ups. “Clients are operating with a new playbook that has six parts based around brand purpose, the use of innovation, connecting within ecosystems, designing interfaces and experiences, data-driven membership and living within culture. To be a relevant partner we also need a new model.”
Joining Greenberg and Wacksman on stage were R/GA SVP consulting Saneel Radia and vice chairman, global chief creative officer Nick Law. Law stressed the importance of social media for brands that want to play a meaningful role in culture: “Sharing is the key currency. We have to tell stories that audiences also want to tell, which means building stories based around their behaviour.”