Now Reading | Agency of the Year: How R/GA Dominated Digital by Finding its TV Groove | Adweek
https://www.youtube.com/watch?v=v_i3Lcjli84
Especially when compared to more workaday ads the agency made for Ameriprise in 2010, the Beats campaigns signal R/GA’s maturation into a shop that can deliver not only great digital products but also truly top-tier TV spots, vaulting ahead of its digital rivals.
“We’ve created not just great TV and video work, but also we’ve done it, finally, on our terms,” says Law. “We have an approach to that sort of advertising, which would distinguish us from the Wiedens and Drogas, all the best companies that we’ve always respected in that space. We’ve reached their quality, but I think we’ve done it approaching the whole problem of TV advertising differently … which comes from the fact that we came up through social and more sort of digital channels. That’s satisfying, that we have that breadth, and both are different and world class.”
R/GA’s current mix of offerings aims to help brands navigate in a world where old models have been—or soon will be—revolutionized by rapid changes in consumer connectivity.
“Fundamentally our clients—you can look across all industries, whether it’s financial services, packaged goods, automotive industry—all of them are now trying to figure out what is our new business model for the 21st century,” says Wacksman. “They’re all trying to figure out how to innovate, and everything that we’ve tried to bring together here is to help them do that. Now at the very end of that, there still is a need to communicate about whatever it is that you’ve made, somehow.”
