R/GA founder and CEO Bob Greenberg has a fortune-teller’s knack for seeing what’s around the corner. R/GA has been at the forefront of the top developments in interactive marketing and, along the way, has developed an agency model melding creativity and technology that’s the envy of the industry. Greenberg saw long before others that digital technology would change the relationship between consumers and brands by shifting the focus from what brands said to what they did.
That afforded consumers the opportunity to directly experience a brand’s promise and share it with others. This resulted in a series of R/GA-led breakthroughs, starting with NikeID, an application that let users design their own shoes, and stretching through Nike Plus, the running and- music platform that became an industry touchstone for the promise of combining marketing and product. Its standout work has enabled R/GA to win Adweek Digital Agency of the Year honors four times and admiration throughout the industry for its tech acumen in the service of creativity. —Brian Morrissey