How R/GA Is Doing Talent and Culture Differently
With R/GA's Australian office now over a decade old, it is developing a reputation for keeping DEI front of mind.
Speaking to LBB, the agency's talent team explains their approach to people, from procurement, to relationships, to support.
Eden Caldera-Page, people and culture partner, Cocoa Lynch, talent manager, and Gemma Adcock, talent experience specialist, talk synergy, transparency, and keeping smiles on employees' faces.
LBB> In your view, what sets R/GA’s approach to talent apart from what you've seen or heard in the industry?
Cocoa> It’s how we approach talent acquisition. It’s not just about skill sets or years of experience; we look at candidates holistically. You’re not merely filling a gap; you’re bringing your unique qualities to the table. Everyone contributes something valuable and is constantly seeking ways to evolve and collaborate better.
Eden> I’d say it’s the transparency. R/GA is incredibly open about our financials, pitch progress, and vision for the future. It helps everyone feel aligned and makes collaboration much smoother.
Gemma> The lack of hierarchy here enables a culture of care that’s embraced by everyone. It breaks down barriers, makes us more approachable, and strengthens the studio’s harmonious environment.
LBB> As R/GA’s talent and culture team, what do each of you do, and how do you work within the business function?
Eden> I handle the entire employee lifecycle, from recruitment to training, to offboarding, ensuring every employee has a tailor-made R/GA journey. No two days are the same, and I wouldn’t have it any other way. We’re constantly working across different areas of the business.
Gemma> I’m all about culture, culture, culture. My job is to help make work enjoyable, which means no two days are alike. Whether it’s introducing new cultural initiatives or just checking in on people’s wellbeing, it’s always exciting.
Cocoa> I manage talent casting across briefs and projects. This includes how we work on international briefs and form cross-geography teams with R/GA-ers in other markets. I also keep tabs on talent needs, and handle freelance hires. The best part is that we touch every aspect of the business — we’re always collaborating with other teams to ensure everything runs smoothly. What’s unique about Talent is our daily interaction with people across all levels, positions, and disciplines. Every day is different, and we thrive on that flexibility.
LBB> How does R/GA’s talent team operate, and what are your different KPIs?
Eden> Our team functions as an unbroken chain, each link relying on the others. Gemma is vital to ensuring our studios are inclusive and fun, keeping DEI front of mind in everything we do. Cocoa is the go-to for work-life balance, ensuring the team is well-resourced to prevent burnout. I’m somewhere in the middle. This synergy wouldn’t be possible without our manager, Lara Hewitt, and our executive director of talent, APAC, who keeps us grounded. My KPIs include employee engagement scores from anonymous surveys and day-to-day team satisfaction.
Cocoa> We really do operate as one, and there’s a lot of overlap. We all lean on each other and also use each other as a checks and balances system to make sure everything is covered. I aim to find the 'hum' of the agency, catching resourcing clashes before they happen.
Gemma> My KPI? It’s simple — if I don’t hear complaints and see smiling faces, I know I’m doing my job.
LBB> How did you all first meet, and what did you think of each other?
Eden> I first met Gem and Cocoa last September — right on Gem’s birthday, actually! They were immediately curious, almost grilling me on my entire CV. It was great because it broke down the barriers of being in different States. I remember thinking, “This was the right move. These two are going to make work fun.”
Gemma> I met Cocoa on my first day, and her huge smile popped out of the elevator to greet me. I thought, “There’s no way she’s genuinely this nice and bubbly,” but to this day she’s remained the same, exceeding any expectation. When Eden joined, he was so polite and just fit right in. The kindness he showed on day one is still exactly how he is now.
Cocoa> I genuinely can’t remember meeting Gemma because she has the ability to make you feel like you’ve known her for ages! And when Eden joined, I was glad to have a bit of a mix-up in the usual female-dominated talent teams. He fit right in, really champions R/GA’s values, and is incredibly aware of what’s going on and how everyone is doing.
LBB> Eden, you’re based in Melbourne, Gemma, you’re in Sydney, and Cocoa, you’re also in Sydney. How have you built relationships with R/GA’s talent across the region without being in the same office?
Eden> It’s been eye-opening to see how seamlessly we operate globally. I frequently talk to teams in NYC and Buenos Aires, and I’ve built strong relationships in Indonesia. Being in Melbourne, it’s crucial to connect with our Sydney and Canberra teams. A random Slack message or a joke often does the trick.
Gemma> Technology plays a vital role in building relationships. We have great resources to nurture connections. Frequent check-ins — work-related or not — are essential.
Cocoa> Building relationships without being in the same office takes time. I chat daily with talent managers around the world, from Singapore, to Indonesia, to Portland and New York. The remote work culture fosters a casual, human touch in communications, which really helps.
LBB> What makes R/GA stand out from other agencies when it comes to attracting creative and innovative talent?
Eden> R/GA lets people shine without fear of not fitting in or ridicule. We encourage presenting ideas on a global stage, recognising that it’s the people who create incredible work.
Gemma> Coming from a non-agency background, I had concerns about the culture of the industry. But R/GA is different. Nearly two years in, I’m still amazed by the incredible people I work with, making my job easy.
Cocoa> Our approach thrives at the intersection of disciplines, embracing the future and pushing boundaries. We champion equality and prioritise psychological safety, ensuring all voices are heard.
LBB> How is R/GA paving the way for the next generation of talent?
Eden> We’re in constant conversation with eager candidates, often hosting global placements in our studios to show them the ropes.
Gemma> We cultivate a culture of play, allowing for creative freedom without judgement. Our young team brings fresh perspectives, which we hope to instil in future generations.
Cocoa> R/GA recognised that traditional work methods wouldn’t suit the current and future workforce. We embrace a borderless approach, often involving creatives from the US, Japan, or Singapore in our projects. From the very start, even in the scoping phase, we look at talent globally and cast teams based on skillset, growth potential, and capacity — not just location. This forward-thinking approach not only opens up new opportunities for our talent, but also brings diverse perspectives to our work.
LBB> How do you create a trustworthy environment?
Eden> Trust can’t be bought or forced. It’s essential that every team member knows they can talk to anyone in the Talent team. I focus on constant transparency and communication to show that we’re all human and here to help.
Gemma> I value a one-on-one approach to building trust, understanding individual needs. Since I work four days a week, being present is key; having ears to the ground really matters!
Cocoa> Trust looks different for everyone and takes time to build. We approach problems with empathy. I represent the team, ensuring there’s someone dedicated to listening and advocating for their best interests. Whether you’re working long hours, feeling stretched, or seeking new challenges, I'm the one you can turn to. And sometimes, I’m the one who has to say 'no' on behalf of our talent.
LBB> What are the key routines and highlights that keep your culture thriving at R/GA?
Cocoa> Eden and Gemma do a great job organising activities that inject fun and show appreciation. Our R/GA iD initiative explores a different cultural topic each quarter, with the whole agency contributing to learn, celebrate, and understand it better. It’s amazing to see so many different people getting involved.
Gemma> We emphasise regular appreciation and celebration, both regionally and individually, with monthly social events, milestone celebrations, spontaneous treats, and weekly shoutouts. We also highlight important cultural dates and social movements, with a dedicated sub-committee to drive these events.
LBB> How far have you seen your company go to show a team member they’re valued and cared for?
Eden> R/GA goes above and beyond to show team members they’re valued, whether sending flowers to console someone or providing meals to ease life’s pressures. These actions make a real difference.
Gemma> We understand that we’re humans with needs. Regular check-ins help us identify when someone could use extra support, whether through flowers or gifts tailored to interests.
Cocoa> We really love flowers! They symbolise our support for various reasons, not just wins. At R/GA, we acknowledge that life is complex and that everyone deserves recognition, even during tough times.
