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Interpublic Group sells RGA

Mar 03, 2025 - campaignasia.com
Interpublic Group (IPG) has sold RGA to private equity firm Truelink Capital, marking RGA's return to independence after 23 years under IPG. The sale includes a $50 million innovation fund from Truelink to enhance RGA's capabilities and talent. RGA plans to implement an AI-enabled model and new remuneration structures, emphasizing creative innovation and flexible talent models. The leadership team, including global chief executive Robin Forbes and chief creative officer Tiffany Rolfe, remains unchanged. This move contrasts with the broader industry trend of consolidation, as IPG continues to reorganize its portfolio amid slower revenue growth and prepares for a merger with Omnicom by the end of 2025.

The sale of RGA follows IPG's recent divestments, including Hill Holliday, Deutsch New York, and Huge, as part of efforts to streamline operations and achieve significant cost savings. IPG's global headcount has decreased by 7.1%, with significant reductions in the US and UK. The company aims to save $250 million in addition to $750 million in annual synergies from the upcoming merger with Omnicom. RGA's leadership emphasizes the potential of AI to transform marketing services and create new opportunities for clients, positioning the agency to capitalize on these advancements.

Key takeaways:

  • Interpublic Group has sold RGA to Truelink Capital, returning the agency to independence after 23 years.
  • Truelink Capital will establish a $50 million innovation fund to invest in new skillsets, talent, and capabilities for RGA.
  • RGA plans to implement an AI-enabled model and new remuneration models to enhance client services.
  • The sale is part of IPG's reorganization efforts amid slower revenue growth and preparation for a merger with Omnicom by the end of 2025.
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