Creative innovation studio R/GA Australia has launched a Search Intelligence offering aimed at assisting brands in identifying demand and tailoring products to meet customer needs.
This move comes as traditional search methods wane with the rise of AI and Gen Z’s inclination towards social media for information, prompting brands to reassess their digital strategies.
R/GA’s Search Intelligence currently supports clients across the automotive, financial technology, and government sectors. Led by Marc Williamson and Eliot Koey, the team includes senior analysts Nicolò Zanellato and James Binnie, analysts Anshula Bains and Seamus Collins, and search analyst Deepu Madhusudhanan.
“The conventional use of SEO is evolving, prompting CMOs to prioritise authentic customer experiences,” said Williamson, R/GA Australia’s director of data.
“Our approach is strategic, not merely tactical. We’re not just adding meta; we’re defining how pages are built to create a robust foundation for future growth strategies. Our focus is human-centric, bridging the gap between marketing and product by connecting with people, not just machines.”
Michael Titshall, CEO of APAC at R/GA, added, “Search is going through a huge change and consumer behaviour is in flux. R/GA’s Search Intelligence offering prioritises a customer-centric growth strategy, focusing on actual people and impact, rather than clicks. We’ll help brands identify new audiences, find new ways to connect with people and optimise experiences to stand out in a competitive market.”
Search Intelligence encompasses three key offerings related to brand visibility across search and social formats: Category Intelligence, which focuses on motivations using search data, Audience Sizing and Acquisition, which links search insights to product strategy and outcomes, and Platform Alignment/Enablement, to help digital platforms engage Gen AI and search users.
Last week, it was revealed that Interpublic Group (IPG) was reportedly exploring the sale of R/GA, to Tata Consultancy Services (TCS), an Indian consultancy giant.
According to The Wall Street Journal, sources familiar with the matter suggest the move by the holdco is part of a broader push by consulting firms to expand on Madison Avenue.
Globally, R/GA is best known for its work for Nike, including its role in the development of Nike+. Other brands it has worked with include Google’s Android, Samsung, and Coca-Cola.
See also: Interpublic Group reportedly exploring sale of R/GA
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Top Image: Nicolo Zanellato, Deepu Madhusudhanan, Anshula Bains, Marc Williamson, Eliot Keoy, Seamus Collins