Sadie Thoma, former Director of US Ads Marketing at Google, has been appointed Global Chief Business Officer at creative agency R/GA, marking a strategic move to accelerate AI-led growth and reshape its commercial operations.
The Sadie Thoma appointment introduces a newly created global role at R/GA, where Thoma will lead efforts to convert the agency’s recent momentum into measurable revenue growth, while expanding demand for its Intelligent Brand Systems model.
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Speaking on the role, Thoma highlighted the changing nature of the industry. “Creativity and technology are no longer separate disciplines; they’ve converged to unleash transformative brand and business growth,” Thoma said, signalling a clear direction for the agency’s next phase.
R/GA Global Chief Executive Officer Robin Forbes described the timing as critical, noting that Thoma’s experience advising senior executives on technology adoption would strengthen client outcomes.
Forbes said her “exceptional track record” in scaling innovation-driven growth aligns with the agency’s ambitions.
The Sadie Thoma appointment also reflects a broader shift in how R/GA approaches its business model.
The agency is moving away from traditional time-based billing towards value-linked and performance-driven partnerships, a transition that mirrors wider changes across the global advertising industry.
Thoma brings over 25 years of experience spanning leading agencies and global technology firms.
During nearly 15 years at Google, Thoma led high-impact initiatives such as the Creative AI Lighthouse Programme and CMO AI Labs, while also developing the widely adopted ABCDs of YouTube framework, now used in more than 50 markets.
Earlier roles at Ogilvy, BBDO, Gotham and DMB&B saw Thoma oversee major brand portfolios including Procter and Gamble, American Express and Bank of America.
The experience positions Thoma to bridge creative storytelling with technical execution, a balance increasingly demanded by global brands.
A notable highlight of Thoma’s mandate will be the scaling of R/GA’s proprietary BRDNA Sequencer, an AI-powered system designed to convert brand identity into machine-readable frameworks.
The innovation enables creative teams to train AI tools using brand-specific guidelines, allowing faster and more consistent content production across platforms such as Figma.
Industry analysts note that R/GA has steadily repositioned itself in recent years, particularly following structural changes backed by Truelink Capital.
The addition of a global CBO role signals a more disciplined focus on revenue strategy and market expansion, areas where several agencies have faced pressure amid rising competition and evolving client expectations.
Beyond commercial strategy, Thoma is expected to play a visible role in client engagement, working directly with chief marketing officers navigating organisational transformation in the AI era.
The role combines advisory influence with operational leadership, reflecting a growing trend in agency leadership structures.
The appointment builds on a series of senior hires over the past 12 months, as R/GA strengthens its capabilities in artificial intelligence and digital innovation.
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Observers see the move as a bold and timely step that could define the agency’s competitive edge in an increasingly technology-driven creative landscape.
