Interpublic Group (IPG) sold creative innovation agency R/GA to a new partnership between R/GA’s global management and private equity firm Truelink Capital.

The deal marks R/GA’s return to private ownership after 23 years under IPG.

R/GA’s global CEO Robin Forbes and chair and global chief creative officer Tiffany Rolfe are among the senior leaders investing in the company. The sale follows IPG’s divestment of Huge as it streamlines operations ahead of its planned merger with Omnicom.

Truelink Capital is injecting $50m into an innovation fund to expand R/GA’s capabilities. The investment will support talent development, acquisitions, and new AI-driven tools and platforms. R/GA has also launched a Strategic Advisory Council, bringing together marketing and tech executives to explore AI-driven transformation across industries.

R/GA is embracing an AI-powered, flexible model, moving away from traditional corporate constraints. The company plans to introduce outcome-based remuneration, agile team structures, and an expanded ‘R/GA Associates’ talent network.

Forbes called the transition a “landmark moment,” highlighting how R/GA is taking a different path from the wider industry’s consolidation trend. “Many agencies are struggling to pivot, burdened by complex structures and outdated models. There’s no better time for R/GA to reshape the future of creative innovation,” he said.

Rolfe emphasized AI’s potential beyond efficiency gains, focusing on enhancing creativity. “AI will help brands stand out and exceed customer expectations through intelligent, technology-driven experiences,” she said.

Luke Myers, co-founder and managing partner at Truelink, said the investment aligns with R/GA’s strengths. “R/GA is built to help clients capitalize on new opportunities. We’re excited to support its leadership team,” he noted.

Houlihan Lokey and Morgan Stanley advised on the deal, while Willkie Farr & Gallagher provided legal counsel to IPG and R/GA.