R/GA vs Bakken & Bæck: full comparison for 2026
Quick verdict
Bakken & Bæck (4.2/5) edges ahead of R/GA (3.7/5) overall. Bakken & Bæck is the better choice for tech companies (AI, decentralized systems), design plus research. R/GA is the stronger option for large brands, product design bundled with marketing. The right choice depends on your project size, budget, and required tech stack.
R/GA vs Bakken & Bæck: head-to-head summary
| Criterion | R/GA | Bakken & Bæck |
|---|---|---|
| Founded | 1977 | 2011 |
| HQ | New York City, NY, USA | Oslo, Norway (also Amsterdam, Barcelona, Bonn, and London) |
| Team size | ~2,000 | 70+ |
| Rating | 3.7 / 5 | 4.2 / 5 |
| Primary differentiator | Pairs product design with marketing and brand strategy under one roof, now operating independently of a holding company for the first time in over two decades | A five-city European studio that blends design with genuine computer-science research depth, evidenced by recent AI work for Sierra and Coinbase |
| Pricing model | Project-based, retainer for ongoing programs | Fixed project, dedicated team |
| Min. engagement | Not published | Not published |
| Primary tech stack | Figma, Adobe Creative Suite, After Effects | Figma, React, Next.js |
| Industries served | Enterprise transformation, Consumer products, Media & entertainment | SaaS / B2B software, Financial services / fintech, Consumer products |
R/GA vs Bakken & Bæck: overview
R/GA
R/GA has operated out of New York since 1977 and today works from ten countries, including offices in Austin, London, São Paulo, Singapore, and Stockholm. For 23 years it sat inside Interpublic Group before completing an independent buyout with private equity partner Truelink Capital in March 2025 — recent enough that prospective clients should ask how the transition has settled. The firm's pitch has always leaned toward pairing digital product design with marketing and brand strategy, which shows up in its enterprise and consumer platform work for large brands.
Bakken & Bæck
Johan Bakken and Tobias Bæck founded Bakken & Bæck in 2011, and the studio now works from Oslo, Amsterdam, Barcelona, Bonn, and London with a 70-person team that mixes multiple computer-science PhDs into its design and engineering practice. Recent work includes shaping conversational AI products with Sierra and building decentralized platforms with Coinbase, alongside clients like IKEA and Norwegian payments app Vipps. The studio positions itself around building digital products end to end — from early exploration through launch — rather than a single design phase.
Services and capabilities: R/GA vs Bakken & Bæck
| Capability | R/GA | Bakken & Bæck |
|---|---|---|
| Product design | ✓ | ✓ |
| UX research | ✓ | ✓ |
| Branding | ✓ | ✗ |
| Web development | ✗ | ✓ |
| Mobile development | ✗ | ✗ |
| Design systems | ✗ | ✗ |
Tech stack comparison: R/GA vs Bakken & Bæck
| Framework / platform | R/GA | Bakken & Bæck |
|---|---|---|
| Figma | ✓ | ✓ |
| Webflow | N/A | N/A |
| React | N/A | ✓ |
| Framer | N/A | N/A |
| Adobe Creative Suite | ✓ | N/A |
| Design systems/Storybook | N/A | N/A |
| After Effects | ✓ | N/A |
Pricing comparison: R/GA vs Bakken & Bæck
| Criterion | R/GA | Bakken & Bæck |
|---|---|---|
| Minimum engagement | Not published | Not published |
| Engagement models | Fixed project, Retainer | Fixed project, Dedicated team |
| Rate transparency | Minimum disclosed | Minimum disclosed |
| Price tier | Mid-market | Mid-market |
Target audience comparison: R/GA vs Bakken & Bæck
| Dimension | R/GA | Bakken & Bæck |
|---|---|---|
| Best company size | Startup to mid-market | Startup to mid-market |
| Best industries | Enterprise transformation, Consumer products, Media & entertainment | SaaS / B2B software, Financial services / fintech, Consumer products |
| Best use cases | Consumer platform redesign tied to a brand relaunch, Enterprise digital product with a marketing or campaign component | AI or conversational-product design for a fast-moving startup, Decentralized or crypto platform design and build |
| Typical project type | Fixed project | Fixed project |
R/GA vs Bakken & Bæck: pros and cons
| R/GA | |
|---|---|
| + | Combines product design with marketing and brand strategy, useful for clients who'd otherwise need two vendors |
| + | Ten-country footprint covers North America, Europe, Latin America, and Asia-Pacific |
| + | Nearly five decades of brand history and case studies |
| + | Now independently owned following its March 2025 buyout, after 23 years inside Interpublic Group |
| - | The 2025 ownership change from Interpublic Group to a private-equity-backed independent structure is still recent and worth asking about directly |
| - | Marketing-led positioning means less pure product-design specialization than boutique studios built around design alone |
| - | Scale and pricing tend to suit large brand budgets more than startup-stage product teams |
| Bakken & Bæck | |
|---|---|
| + | 70-person team spans five European cities, giving real multi-market coverage |
| + | Combines design with computer-science research depth, unusual among boutique product studios |
| + | Recent, high-profile AI and crypto/fintech work (Sierra, Coinbase) demonstrates currency in fast-moving categories |
| + | Client list also includes established consumer brands like IKEA, broadening its portfolio beyond pure tech |
| - | Minimum engagement size and pricing model aren't published, making early budgeting harder |
| - | European-only office footprint may mean less overlap with US business hours for some clients |
| - | AI/crypto-forward recent portfolio may read as a narrower fit for clients outside technology-heavy categories |
Who should choose R/GA?
A typical fit: consumer platform redesign tied to a brand relaunch.
Pairs product design with marketing and brand strategy under one roof, now operating independently of a holding company for the first time in over two decades. Minimum engagement starts at Not published. Works best with clients in Enterprise transformation, Consumer products, Media & entertainment.
Who should choose Bakken & Bæck?
A typical fit: AI or conversational-product design for a fast-moving startup.
A five-city European studio that blends design with genuine computer-science research depth, evidenced by recent AI work for Sierra and Coinbase. Minimum engagement starts at Not published. Works best with clients in SaaS / B2B software, Financial services / fintech, Consumer products.
Decision matrix: R/GA vs Bakken & Bæck
| Your situation | Recommended choice |
|---|---|
| You need full-ownership delivery on a defined project scope | R/GA |
| You need a large dedicated team for an ongoing programme | Bakken & Bæck |
| Your budget is at the lower end | Compare: R/GA (Not published) vs Bakken & Bæck (Not published) |
| You need specialist depth in a specific vertical | R/GA |
| You need staff augmentation or team extension | Neither; consider alternatives that offer staff aug |
| You need consulting before committing to a build | Both may offer discovery engagements |
Use case fit: R/GA vs Bakken & Bæck
| Use case | R/GA fit | Bakken & Bæck fit | Winner |
|---|---|---|---|
| Consumer platform redesign tied to a brand relaunch | Strong | Strong | Both equally |
| Enterprise digital product with a marketing or campaign component | Strong | Limited | R/GA |
| AI or conversational-product design for a fast-moving startup | Strong | Strong | Both equally |
| Decentralized or crypto platform design and build | Limited | Strong | Bakken & Bæck |
| Fixed-price product build | Limited | Limited | Both equally |
| Dedicated design team augmentation | Limited | Limited | Both equally |
Verdict: R/GA vs Bakken & Bæck
Bakken & Bæck (4.2/5) is the stronger overall choice for most Product Design projects. A five-city European studio that blends design with genuine computer-science research depth, evidenced by recent AI work for Sierra and Coinbase.
R/GA (3.7/5) is worth a look if you need enterprise digital product with a marketing or campaign component. If your situation matches that, R/GA is a competitive option.
Related comparisons
R/GA vs Bakken & Bæck FAQ
Is R/GA better than Bakken & Bæck?
Bakken & Bæck (4.2/5) scores higher overall, but "better" depends on your use case. R/GA's strongest advantage: combines product design with marketing and brand strategy, useful for clients who'd otherwise need two vendors. Bakken & Bæck's strongest advantage: 70-person team spans five European cities, giving real multi-market coverage.
How do R/GA and Bakken & Bæck differ in pricing?
R/GA uses project-based, retainer for ongoing programs pricing with a minimum engagement of Not published. Bakken & Bæck uses fixed project, dedicated team pricing with a minimum engagement of Not published. Neither firm publishes a full rate card; a discovery call is required for project-specific quotes.
Which is better for enterprise: R/GA or Bakken & Bæck?
R/GA is the larger team and typically the better enterprise-scale choice. For very large programmes, verify team size and compliance coverage directly with each agency before shortlisting.
What are the main differences between R/GA and Bakken & Bæck?
R/GA's primary differentiator is: pairs product design with marketing and brand strategy under one roof, now operating independently of a holding company for the first time in over two decades. Bakken & Bæck's primary differentiator is: a five-city European studio that blends design with genuine computer-science research depth, evidenced by recent AI work for Sierra and Coinbase. They also differ in team size (~2,000 vs 70+), minimum engagement (Not published vs Not published), and primary industries served (Enterprise transformation, Consumer products vs SaaS / B2B software, Financial services / fintech).
Verify all details directly with each agency before making a decision.