THE ESSENCE: Robert Greenberg, CEO of R/GA, has built his agency, a unit of Interpublic Group of Cos., with a reputation for technical and creative excellence. He has done this by giving database techniques and technology equal status as creativity in projects. In 2005 examples range from the Subaru lead-generation campaign and Verizon Wireless interface design to the Reuters sign work for Nike id . This year, Mr. Greenberg has also pushed the idea of R/GA becoming a multi-channel marketing agency. His strategy paid off with 12 new clients.