A vision of the interactive agency as a general-market partner -- that's R/GA. CEO Robert Greenberg has shown that a digital specialist can be more -- much, much more -- than a prosthetic to a mainstream ad agency.
The Interpublic Group of Cos. agency has big ol' relationships with marketers such as Nike, Johnson & Johnson, Verizon Wireless and L'Oreal, and Mr. Greenberg's vision for the future of the ad agency is one of the most commonly cited manifestos on Madison Avenue's future. Expect more in the mobile-marketing space from R/GA, which last year announced a new practice dedicated to mobile and emerging media.
The depth of marketing guidance that R/GA can provide was evident in its involvement in the development and rollout of the Nike+ iPod Sport Kit, one of the coolest consumer tech launches of the year. The agency developed the web experience and data platform that allow Nike running shoes to synch up with and deliver performance information to Apple iPod Nanos. For Subaru, a redesign of Subaru.com helped that site jump from No. 35 out of 37 ranked by J.D. Power & Associates to No. 4.