R/GA Focuses on Retail

NEW YORK R/GA CEO Bob Greenberg likes to talk about not just the three screens, but four, adding in-store digital displays to TVs, computers and cellphones.

Now, the Interpublic Group agency is starting a unit dedicated to bringing interactive experiences to the retail environment.

John Jones, a technical creative director, will lead the division, which builds on in-store digital display work R/GA has already done in the past decade for clients like Verizon and Nike.

The practice focuses on digital product demonstrations, signage and new avenues for bringing interactive technology to stores, such as using motion sensors to display information based on a customer’s interactions with a piece of merchandise.