With a breadth of work that feels truly representative of the industry’s future and a ceaseless desire for reinvention, R/GA London is our choice for the CR Annual Creative Agency of the Year.
We’ve shaken things up a little this year. In previous Annuals we have awarded a separate Ad Agency of the Year and Design Studio of the Year. For 2015 we have decided to do away with that distinction and instead simply award the company who we felt had made outstanding use of creativity in the service of their clients.
At the beginning of 2015, we introduced an editorial repositioning, expanding from our traditional heartland of visual communication to a wider remit to examine the ways in which creativity is changing our world. Each month in the magazine we are looking at a different subject or sector – healthcare last month, luxury this time. In this way we hope not just to provide our readers with stimulating, useful content but also to be reflective of the direction of the creative industries themselves. It’s a phrase we have heard more and more but it goes to the heart of this shift: that creative agencies are moving from helping their clients to talk about what they do to helping them actually do it.
Aimed at children who suffer from asthma, Alvio is a breathing trainer that acts like a game controller
R/GA is a great example of that change. When CR first profiled Robert Greenberg and his studio in the early 90s, it was as a designer of movie title sequences. R/GA has reinvented itself multiple times since – from a ‘design company’, to a ‘digital studio’ to an ‘interactive ad agency’.
The list of R/GA London projects featured in this year’s Annual demonstrates the breadth of its skills today. For Beats Music (shown top), it “tackled the entire problem from branding and naming, to designing the user experience and interface, to marketing”. Then we have the design of a health tech app – Alvio – a clever digital outdoor campaign for Google (above) and a classic blockbuster commercial, again for Beats (below, produced with R/GA’s LA office).
Other agencies talk about a future in which they might get into product design or innovation and consultancy – R/GA seems to have found a way to just get on and do those things.
The Creative Review Annual 2015 in association with Arjowiggins Creative Papers is available to buy in WHSmith stores nationwide, at selected independent retailers, and online with a subscription (subscribers will also receive access to discounts, offers and exclusive events as part of our membership scheme, CR Club).