The Ten Principles of R/GA
Ten years after the original “Little Red Books”, I codified and wrote the guiding philosophy for the agency.
According to, “The 10 Principles of R/GA is an introduction to how R/GA functions in this increasingly
connected world. With the relentless advance of technology and innovation happening all around us,
R/GA has remained committed to constant evolution. These principles guide all the creative, technology,
and consulting work we do, helping us stay true to our core philosophy, as we continue to move forward.”

View the principles on