Advertising agency R/GA makes its initial acquisition by incorporating an AI studio into its business.
R/GA, a renowned advertising and digital agency, has made its first-ever acquisition in its nearly 50-year history. The acquisition of AI system design studio Addition is a strategic move aimed at deepening R/GA's AI capabilities and enhancing its client offerings.
The deal is funded through R/GA's $50 million Innovation Fund, which was launched in March 2025 to invest in talent, product development, partnerships, and acquisitions. This fund provides R/GA the flexibility to pursue bold moves such as this one, following its recent independence from IPG.
Addition, founded in 2021 by Paul Aaron and Rick Barber, is an AI-native studio with a team of 12 and a strong client base including Google, Amazon, NBCUniversal, Unilever, Prudential, and The New York Times. The acquisition reflects R/GA’s strategic vision to leverage AI as a key driver of future creativity and innovation.
Addition will retain its brand and its independent market presence while also lending its AI system design expertise across R/GA’s broader operations. This collaboration will enhance R/GA’s ability to offer personalized, adaptive, and AI-powered creative experiences for clients. The two companies have already been collaborating and share clients like Google, facilitating a smooth integration.
Global CEO Robin Forbes described the deal as a "long-term strategic investment." Aaron and Barber, the founders of Addition, see the partnership with R/GA as an opportunity to embed their AI approach within a global and innovative company. They will join R/GA’s global executive management team and report to Forbes.
Looking ahead, R/GA plans to continue investing in AI capabilities through its Innovation Fund, pursuing further strategic partnerships and acquisitions to maintain leadership in the rapidly evolving AI landscape. This acquisition significantly boosts R/GA’s AI capabilities by bringing in Addition’s talent, AI design processes, and development expertise, positioning R/GA to deliver cutting-edge AI-powered solutions and creative innovations to its global client base.
In summary, the acquisition aligns with R/GA’s future vision of embracing AI as a core element in creativity and client services, expanding its technological expertise and reinforcing its competitive advantage through enhanced AI-driven offerings and innovation capacity.
[1] R/GA Press Release, "R/GA Acquires AI System Design Studio Addition," 1st April 2025. [3] R/GA Press Release, "R/GA Launches $50 Million Innovation Fund," 1st March 2025. [5] Addition Press Release, "Addition Announces Acquisition by R/GA," 1st April 2025.
- The acquisition of Addition, a tech-forward AI studio, was funded through R/GA's Innovation Fund, a $50 million investment launched in 2025 to support talent, product development, partnerships, and acquisitions.
- R/GA, a leading advertising and digital agency, made a strategic move to expand its AI capabilities with the acquisition of Addition, which enables the agency to deliver more personalized, adaptive, and AI-powered business solutions to its broad client base.
- Robin Forbes, Global CEO of R/GA, sees the partnership with Addition as a long-term investment in AI, which is a crucial driver of future creativity and innovation, positioning R/GA to maintain its leadership in the evolving AI landscape.
