Global creative shop R/GA has acquired Addition, an AI system design and development studio that has created AI solutions for Google, NBCU, Unilever and Amazon.
The deal, whose commercial details haven't been released, marks R/GA's first acquisition since becoming independent from IPG.
The acquisition is powered by R/GA's Innovation Fund, established to invest in talent, product development, partnerships and acquisitions. R/GA became independent in partnership with private equity firm Truelink Capital.
"Since becoming independent, we've been rapidly writing R/GA's new story and setting a new industry tone, fuelled by our independent flexibility, our global reach, and Truelink Capital's investment," said Robin Forbes, global CEO of R/GA.
Addition co-founder and CEO Paul Aaron said joining R/GA represented an opportunity to embed their 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 the perfect partnership," Aaron said.
Founded in 2021 by Paul Aaron and Rick Barber, Addition was built as an AI-native studio and unites decades of experience from Silicon Valley, AI research institutions and digital advertising agencies.
Aaron will report to Forbes while partnering with R/GA's global executive leadership team.
R/GA has been accelerating its investment in AI since becoming independent, including launching its proprietary AI Search Optimisation Platform and establishing a new global AI Products Team.
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