Marketing shop R/GA designed its new space with an eye toward making it more digitally connected, high-tech and physically mobile. Now, the agency known for its creative work for brands like Beats and Nike wants to help clients do the same, for a fee.
The agency is launching a new "Connected Design" practice in an effort to help new and existing clients revamp their office space. It moved into its new space at West 33rd street in New York City in January.
"I noticed when we were doing our space that there's not a company, agency or startup that's doing much of anything at all connecting physical space to the digital landscape," said R/GA CEO Bob Greenberg, who was inspired by his own new "connected home" in upstate New York. "Architecture and design has been something that's somewhat close to the agency business in a lot of ways."
It's not the first time the Interpublic agency is turning an in-house effort into a new revenue stream. The new venture is similar to the shop's attempt to replicate its own startup accelerator program for clients -- the agency helps clients find startups to invest in, gets paid a fee for doing so and takes equity in the startups it recommends to those clients. It also has a brand and corporate consultancy practice that's only a few years old. These non-traditional agency businesses over the past year have grown to about 30% of R/GA's revenue, the shop said.