Situation
R/GA is a global innovation leader with a legacy of creating iconic, award-winning work for brands like Nike, Google, and Samsung. However, as a digitally-led and producer-heavy organisation, the agency’s internal culture was primarily focused on the project at hand. Teams excelled at delivering technical excellence on time and on budget, but often struggled to “pick their heads up” to look at the broader strategic relationship.
In an increasingly competitive landscape, Global Chief Growth Officer Alex Sehnaoui identified a critical need for a cultural shift. To stay ahead, R/GA needed to move away from falling in love with projects and towards falling in love with client challenges.
The objective was to empower client-facing teams to think beyond the immediate scope of work, nurturing deeper empathy for their clients’ personal and business challenges to unlock long-term advocacy and retention.
Solution
R/GA has a multi-year partnership with True & North that embeds a unified framework across its global network. Our Client-Centred Thinking methodology acts as a commercial accelerator, aligning with R/GA’s existing strategic and creative approaches rather than disrupting them.
The partnership, which began with teams in London and New York, has since expanded to include APAC and specialised Technology, Strategy, and New Business units. We provided a repeatable toolkit for qualifying inbound opportunities and moving from project-based delivery to a consultative partnership model.
Since 2025, True & North continued to support a newly-independent R/GA, training teams across North America and EMEA to ensure a consistent commercial language remains at the heart of the agency’s global culture.
The results
Client Satisfaction
There was a direct correlation between the start of training and a measurable improvement in Client Relationship Capability (CRC) scores.
Pitch Consistency
Improved ability to qualify inbound opportunities and assess competitive advantage, resulting in a global win rate of three out of four pitches.
Commercial Impact
“There has been a direct correlation between the start of our training and better retention rates and organic growth.”
Alex Sehnaoui
Global Chief Growth Officer, R/GA
Global Continuity
Almost a decade of partnership continues in 2026.
Alex Sehnaoui Global Chief Growth Officer, R/GA
