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Bob Greenberg

The AdForum team had a chance to interview the famous Bob Greenberg at the Carlton hotel. He received us in a relaxed atmosphere, and answered our Proust-like questionnaire.


Bob has been a pioneer in the advertising and communications industry for nearly three decades. He leads R/GA, an agency that serves as the digital partner for Fortune 500 companies and world-class brands. Bob and his brother Richard founded R/Greenberg Associates (R/GA) in 1977 with the aim of creating a company that valued design while it focused on developing leading-edge motion graphics and live-action films and video productions. R/GA is credited with inventing technology around computer-assisted filmmaking, which led to a technical Academy Award. Based on his early successes, Bob utilized a similar model to transition the company into a completely integrated digital studio. He was the first to bring into one company the disparate areas of print, television commercials, and feature films. Some of the groundbreaking visual effects for feature films included those created for Alien, Predator, Seven, and Zelig. R/GA's body of work spans 400 feature films and 4,000 television commercials. More recently, Bob successfully transitioned the company into a third model, a multiplatform advertising agency specializing in database-driven information and multichannel e-businesses. This agency is unique because it combines under one roof nonlinear executions of entertainment, communications, and marketing. Bob has won almost every industry award for creativity, including the Academy Award, Clios, and Cannes Lions. Among his most notable awards are the Clio Lifetime Achievement Award in 2006, the Cooper-Hewitt National Design Award for Communications in 2003, honoring the best in American design, and the Chrysler Award for Innovation in Design. He serves on the boards of numerous schools and organizations focused on the importance of design and the creative process.
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