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When R/GA CEO Bob Greenberg talks about creativity—or anything for that matter—there’s no telling where the conversation will end up. It might start, simply enough, with a discourse on narrative structure, then veer off to Bauhaus, before taking another detour to touch on Miami Vice and LonelyGirl15. With its zigs and zags, the soft-spoken monologue can, at times, bewilder, but when taken as a whole, his point becomes crystal clear: The nature of storytelling is changing in a world shifting from analog to digital media.

In much the same way, the 58-year-old—known for his trademark beret and all-black ensembles (even in the 90-degree heat of Cannes)—has created R/GA, melding technological firepower, creative acumen and growing strategic chops to try to shape what advertising will look like in the future.

In 2006 Greenberg’s industry homily, premised on the notion that digital would reside at the heart of advertising, started to come into focus....



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