R/GA Announces ‘Commerce Design’ Capability in Partnership with IPG at Cannes Lions

R/GA, in collaboration with Interpublic Group, announces the launch of its ‘Commerce Design’ capability at the Cannes Lions International Festival of Creativity. With a rich history of creating award winning commerce platforms for global brands such as Nike, Moncler and Samsung, R/GA is evolving its offering through the launch of its Commerce Design capability that will also sit within IPG’s ‘Total Commerce’ ecosystem. By adopting a systematic design & development approach, R/GA’s offering will provide a full stack D2C innovation solution to redefine commerce experiences for brands.

Gone is the separation between marketing and purchasing. Commerce now flows through all social platforms - interwoven through a myriad of digital channels. And with this emerges a new set of customer expectations and behaviours. Recognising this paradigm shift, R/GA’s approach to Commerce Design blends transactional convenience with creativity and technology, into hybrid commerce models. And by leveraging the power of generative AI, this evolved capability enables the agency to build beautifully crafted, intuitive, fluid commerce experiences that interconnect the entire brand universe.

“Creativity and innovation must be at the heart of the next generation of commerce solutions, to drive differentiation for brands. It’s why at R/GA we see commerce as a creative expression of a brand, with technology enabling new experiences that intersect culture and behaviours to serve and surprise in ways we’ve never imagined.” said Tiffany Rolfe, global chief creative officer & chair, R/GA. “Our Commerce Design offering enables us to deliver within the niche of brand narrative and core commerce experiences.”

“Growth in Gen AI has introduced a new customer centricity and experience era, disrupting most business-as-usual commerce tactics and platform strategies. And R/GA’s experience and history in leveraging such new technologies means it’s well placed to help brands to connect more meaningfully to their customers. R/GA has built a powerful offering in the market with its Commerce Design capability.” said Jeriad Zoghby, chief commerce strategy officer IPG.

R/GA’s new approach to Commerce Design will be showcased during their session with IPG at Cannes Lions at 12:30 on Tuesday June 18th at the Rotonde Stage. The session, titled "Commerce X Creativity: Making the Transactional Inspirational," will feature Tiffany Rolfe, global chief creative officer and chair at R/GA, alongside Jeriad Zoghby, chief commerce strategy officer IPG, as they share a glimpse into what the future of commerce experiences will look like.

To explore IPG’s “Total Commerce” ecosystem, visit its recently published 2024 Commerce Trends Report: From Disruption to Opportunity, New Pathways to Profitable Growth for Consumer Brands.