R/GA Appointed New Chief Business Officer
The agency has hired a veteran Google leader to commercialize its proprietary AI creative tools.
Updated on Sept. 22, 2026 in Advertising
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R/GA has named former Google director Sadie Thoma as Global Chief Business Officer. Thoma is tasked with overseeing the packaging and scaled commercialization of the agency’s new AI-powered product innovations.
Why it matters
The hire marks a strategic shift to translate technical agency research into repeatable revenue models for clients. Operators should monitor how legacy creative agencies leverage internal tech stacks to compete with software-as-a-service firms.
Sadie Thoma brings 15 years of industry experience from her tenure at Google to her new role as Global Chief Business Officer. She will manage the commercial rollout of R/GA's new AI capabilities.
The players
Sadie Thoma
The new Global Chief Business Officer at R/GA who previously spent 15 years as director of U.S. ad marketing at Google.
R/GA
A global creative agency that develops digital product innovations and marketing services for international clients.
Robin Forbes
The Global CEO of R/GA who oversees the agency's strategic direction and high-level leadership appointments.
The details
Thoma will lead the packaging and pricing strategy for R/GA’s emerging AI technologies, specifically the BRDNA Sequencer. This tool allows creative teams to train agents using proprietary design systems and established brand guidelines. Her role bridges the gap between R/GA’s technical development team and the agency's client-facing commercial operations.
Timeline
September 22, 2026: Announcement of Sadie Thoma's appointment.
Market Landscape
The introduction of the BRDNA Sequencer reflects a broader industry trend where creative agencies attempt to productize their internal AI workflows. By hiring tech-focused leadership, R/GA is pivoting toward a hybrid model that blends traditional agency services with proprietary software tools.
Agencies and creative firms should evaluate their own capacity to turn internal tools into scalable commercial products. Business operators should watch for how R/GA structures pricing models for agent-training technology as a benchmark for their own digital service offerings.
The takeaway
The move highlights the rising importance of executive leadership capable of managing both creative outputs and commercialized software product lines. Track the future pricing updates of the BRDNA Sequencer to understand how agencies are valuing AI training services in client contracts.
Further reading
For more on industry shifts, visit the Advertising section.
Source note: This article includes information reported by MediaPost.
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