R/GA's ECDs Are Joining "The ‘Goldilocks’ of Agencies Right Now"

R/GA Australia has appointed two executive creative directors – Prue Jones joins as national ECD, experience design, and Ben Yabsley returns to the agency as national ECD.

Prue Jones joins from Accenture Song, where she was design and creative director. She brings expertise across creative strategy, digital and service design, and large-scale transformation work that spans government, tech, retail, and embedding AI in human-centred ways.

Ben returns to the agency and market after a stint as group creative director at Dentsu New York. He previously served as creative director at R/GA’s New York office. Ben’s work includes Super Bowl campaigns and Twitch-native content, art installations and branded music labels. He has won awards for campaigns for The New Yorker, Budweiser, IMAX and 7-Eleven.

Their appointments follow the departure of CCO Seamus Higgins, who moves back to the UK for personal reasons after six years at R/GA.

LBB> What drew you to R/GA (or back to R/GA, in Ben's case)?

Ben> I first came to R/GA in 2021 to future-proof my career -- and that’s exactly why I’m back. Then, it was to learn how to build brands through innovative social activations; now, it’s to help keep them human through the AI revolution. To ride this wave, not be swallowed by it, agencies need to move fast and embrace change. Reinvention is in R/GA’s DNA, and now it has the independence to act on instincts. Add in some of the smartest minds in design and tech, and you’ve got an absolute powder keg of a creative innovation company.

Prue> The local market has been in flux on four fronts: creatively, societally, culturally, and the most significantly, technologically. What I love about R/GA is how intentionally it’s positioned itself to capitalise on the seismic shifts coming over the next 12-18 months. A global network of the right size, right talent, right craft, right experience and right clients. It’s truly the ‘Goldilocks’ of agencies right now: positioned to be ‘just right’ in the right moment to build on its unique brand of innovation. That positioning was truly magnetic.

LBB> The nitty gritty: When do you start? Where will you be based? What does the scope of the role look like?

Ben> I’ll be starting remotely from the New York office in late August, and will be back Sydney-side mid October. My primary role is to push the creative output of all of our communications, but more broadly I’ll be a leading voice for narrative and humanity across everything we do.

One of the things I love about R/GA is that you never know what you’re going to be working on next. Despite the variety, there’s always a narrative challenge at the heart of what we do. I’ll be drawing on my cross-discipline storytelling background to ensure that what we create doesn’t just dazzle -- it connects and communicates something valuable about the brand. 


Prue> Starting 28th July in Melbourne’s burgeoning creative hub, Cremorne. The role
scope is as fluid as the moment demands. If experience is the human outcome of design decisions, then in today’s world of complex ecosystems, versatility is key. Fortunately, my long experience in the industry and the skillset I’ve developed along the way bode well with the core ask: connecting business ambition with a valuable experience outcome.

LBB> You’re both joining at a time when the agency is signalling real momentum and change. What do you see as R/GA Australia’s biggest creative opportunity right now?

Ben> There’s no agency more laser-focused on what’s next than R/GA. It’s one thing to know where to move in to stay ahead – it’s another thing to be built for rapid reinvention. When it’s in your agency DNA, there are fewer hidden roadblocks when it’s time to pivot. That mindset of embracing the unknown is vital. There’s always temptation and pressure to retreat to tried and tested formulas. They’re easier to sell in, because clients love evidence of success. And yes, R/GA has invested heavily in AI and future tech, but so have others. The difference is this isn’t new for us. We learn faster, implement faster and sell faster because we’ve been doing it since the ‘70s.

Prue> This is the part where I say AI, right? Everyone does -- it has been in practically every Cannes case study for the last five years. But the biggest creative opportunity is actually the same as it’s always been, to move people to do something. AI-driven products and services may well do that, but not because of the tech. It’s about how tech is used to create real human benefit. In that world, brands will be king more than ever.

LBB> Both of you have experience across global markets. How does the Australian creative landscape compare?

Ben> I’m so fortunate to have started my career in Australia. With smaller production budgets, the emphasis is always on the strength of the idea. In the States, big budgets, celebrities and Hollywood directors can make you a little bit lazy if you’re not careful. I think it’s why Australians do well in markets like the US and UK -- we’re trained to do more with less, and then suddenly have all these extra creative tools at our disposal.

Another reason Australia punches above its weight creatively is access to decision-makers. After 10+ years selling work to giant marketing departments, I’ve seen the inverse relationship between department size and bold ideas. The bigger they are, the more political they become, and the less incentive there is to stick your neck out and greenlight risky work. I’m excited to get scrappy again!

Prue> Every creative landscape has its mediocrity, but there are also pockets of absolute fire and Australia is no different. The key difference is always the robustness of human relationships behind the work. When people genuinely enjoy working together towards a shared vision, they produce the best outcomes. Brittle relationships never give birth to bold work.

LBB> What does success look like for you in your first year at R/GA? What goals are your working towards first?

Ben> My first goal is to connect with the people. Our industry is a people's business before it’s an idea business, so understanding the nuances of the internal and external relationships is absolutely my first priority. From there, it will be about understanding the business challenges and inspiring the creative department to solve them in culturally-resonant, innovative ways.

There’s a lot to do in a short period of time, but I want to make this ride as playful as possible. The fastest way to innovation is through curiosity and creating space to experiment. A year from now, I’d love to be leading a creative department brimming with excitement, making work that is solving real business problems for our clients, that sets a new standard for how tech-empowered storytelling can build human-centric brands.

Prue> I’d need to be properly ‘under the hood’ to talk specifics, but R/GA’s success will be my success. And the mark of a truly successful agency is one where people are proud to be part of the brand they work for. Client happiness, new business wins, career progression, award wins, and the bottom line – it all hinges on that. From where I’m sitting now, R/GA has the independence, the talent and the grit to make success inevitable in a rapidly changing creative landscape. I’ll feel successful in 12 months just knowing I’ve been part of that.