A new era is officially underway at R/GA.
After the departure of a series of senior leaders amid a fundamental repositioning last week, R/GA named new global creative and experience leaders today. R/GA promoted agency veterans Tiffany Rolfe and Ben Williams to roles as global CCO and global CXO, respectively.
In their new leadership roles, Rolfe and Williams will collaborate to lead creation and optimization of R/GA’s creative messaging and differentiated experiences. Their promotions come at a time when R/GA is focusing on bridging the gap between creative and customer experience, and Rolfe and Williams will be tasked with facilitating stronger partnerships with clients to help build fully connected brands.
“Where R/GA does great work is at the intersection of [creative and experience],” R/GA CEO Sean Lyons told Adweek. “That overlap is what both of those people have. They’re both incredible doers who work with clients directly. They’re connecters; they bring people around them together and are magnets for talent. I also really enjoy working with them.”
Rolfe joined R/GA as U.S. CCO around two years ago, following over six years as creative lead for New York-based strategic and creative consultancy Co: Collective. This summer she led “Pay It Forward: Live” for Verizon, a response to the impact of the coronavirus on small and midsize businesses.
“It’s more important than ever that brands lean into their purpose and iteratively respond to culture,” Rolfe said in a statement. “I look forward to working with our teams around the world to create marketing as brand experience that invites participation. Today customers aren’t spectators.”
Williams formerly led creative for R/GA’s New York office as executive creative director. He initially joined R/GA as an associate creative director working on Nike in 2012. Over the years he has led a series of iconic work for Nike, including on the first-ever voice-activated shoe release, “Hey Google, Ask Nike,” and A/R Jordan.
“I am excited to lead our experience practice into a new era with an extraordinary team of designers and creatives,” Williams said in a statement. “Change is nothing new to me, I seek it and embrace it, which is why R/GA has been a ‘home’ for me, it’s built for change.”