R/GA breaks from IPG to go independent, launching $50M AI innovation fund

R/GA is officially returning to its independent roots after 23 years under IPG, in a private equity-backed deal that marks a major shift in the agency landscape.

The agency’s global management, led by CEO Robin Forbes and chair and global chief creative officer Tiffany Rolfe, has partnered with private equity firm Truelink Capital to buy back the business, positioning R/GA for a new era focused on AI-driven innovation.

As part of its independence, R/GA has announced a US$50 million Innovation Fund aimed at investing in emerging technologies, acquiring new capabilities, and expanding its AI-led transformation services. The company is also forming a strategic advisory council, bringing together senior marketing and technology executives to support AI-driven opportunities for clients across sectors.

Forbes said the move sets R/GA apart from the broader trend of consolidation in the agency world, giving it the flexibility to reshape its business model without legacy constraints.

“Today is a landmark moment for R/GA, as we enter an exciting new chapter as a private company supported by our new partners at Truelink Capital,” Forbes said. “Most agencies will struggle to make the pivot in this new age, especially at a time when they’re operating within complex agency structures, saddled with legacy business models.”

R/GA’s shift to independence also comes with structural changes, including new remuneration models tied to outcomes, agile team structures and an expansion of its flexible talent model ‘R/GA Associates’.

Rolfe said the agency is embracing AI not just for efficiency, but as a tool for creative differentiation.

“The dominant industry narrative around AI has focused largely on efficiency gains in the traditional marketing approach, which is only part of the equation. We are leaning into the creative potential to help brands differentiate themselves and exceed rising customer expectations through new kinds of intelligent experiences that haven’t been possible before,” she said.

Luke Myers, Truelink’s managing partner, said the firm sees AI-enabled experiences as a major growth driver in marketing services, making R/GA an ideal investment.

This move positions R/GA as one of the largest independent creative agencies globally, breaking away from the holding company model at a time when AI is forcing agencies to rethink how they operate.

More announcements around talent and acquisitions linked to the Innovation Fund and Advisory Council are expected in the coming months.