TLDR: Global creative innovation company R/GA has announced its first acquisition since becoming independent, purchasing Addition, a cutting-edge AI System Design and Development studio. This strategic move, funded by R/GA’s Innovation Fund, aims to accelerate R/GA’s investment in AI-enabled creative services and position the agency as a leader in the ‘Intelligence Age’ of brand experiences.
NEW YORK, USA – R/GA, a global leader in creative innovation, has announced a landmark acquisition, bringing AI system design and development studio Addition into its fold. This marks R/GA’s first acquisition since its transition to independent ownership, signaling a significant strategic investment in the future of AI-enabled creative services and the agency’s ambition to lead the ‘Intelligence Age’ of brand experiences.
Addition, founded in 2021 by Paul Aaron and Rick Barber, has rapidly established itself as a prominent player in AI system design. The studio boasts an impressive roster of global clients, including industry giants such as Google, NBCUniversal, Unilever, Amazon, Prudential, and The New York Times. Addition’s expertise lies in integrating insights from Silicon Valley, leading AI research institutions, and top creative agencies to deliver bespoke tools and systems at the forefront of generative AI, design, and engineering.
This transformative acquisition was made possible through R/GA’s Innovation Fund, a $50 million initiative launched in March 2025. The fund is specifically designed to fuel growth through investments in new talent, product development, partnerships, and strategic acquisitions.
Robin Forbes, Global CEO of R/GA, commented on the acquisition, stating, “Since becoming independent, we’ve been rapidly writing R/GA’s new story and setting a new industry tone, fueled by our independent flexibility, our global reach, and Truelink Capital’s investment. This move represents a significant and tangible investment in the new kinds of talent and AI-enabled capabilities that we believe will shape the next generation of creative experiences for clients. We are delighted to welcome the Addition team into our business, as R/GA’s first ever acquisition.”
Paul Aaron, Co-Founder and CEO of Addition, expressed enthusiasm for the partnership: “Joining R/GA represents an opportunity for us to embed our approach to AI within a truly global and innovative company. R/GA’s creative culture, history of innovation, and ambition to lead the Intelligence Age makes this a perfect fit.”
The acquisition includes Addition’s team of 12 professionals, along with their broader network of AI experts. Addition will maintain its brand identity and continue serving its existing clients while collaborating on R/GA’s projects. Aaron and Barber will assume leadership roles within R/GA’s global executive management team, reporting directly to Forbes. They will work alongside Tiffany Ralph (Chair and Global Chief Creative Officer), Nick Kranges (Chief Technology Officer), and Melissa Jackson Parsy (Chief Strategy Officer).
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This move deepens R/GA’s AI capabilities, positioning the agency to design custom AI systems and tools for clients, thereby enhancing its ability to deliver personalized AI experiences and revolutionize brand storytelling in the rapidly evolving digital landscape. The integration of Addition’s AI-native approach with R/GA’s global creative culture is expected to drive significant innovation and growth.
