IDEO vs R/GA: full comparison for 2026
Quick verdict
R/GA (3.8/5) edges ahead of IDEO (3.6/5) overall. R/GA is the better choice for large brands that want product design and marketing from one partner. IDEO is the stronger option for enterprises that want design capability built inside their own teams. The right choice depends on your project size, budget, and required tech stack.
IDEO vs R/GA: head-to-head summary
| Criterion | IDEO | R/GA |
|---|---|---|
| Founded | 1991 | 1977 |
| HQ | San Francisco Bay Area, CA, USA (offices in the US, UK, and China) | New York City, NY, USA |
| Team size | Not published (about a third of staff cut before 2025, per Fortune) | ~2,000 |
| Rating | 3.6 / 5 | 3.8 / 5 |
| Primary differentiator | Three decades of human-centered design history, now aimed at building clients' in-house design and innovation capability | Pairs product design with brand and marketing strategy, and since going independent has been buying and building AI design capability |
| Pricing model | Project-based, enterprise engagements (not published) | Project-based, retainer for ongoing programs |
| Min. engagement | $300K+ (per industry roundups; independently unverifiable) | Not published |
| Primary tech stack | Figma, Miro, Adobe Creative Suite | Figma, Adobe Creative Suite, After Effects |
| Industries served | Enterprise transformation, Consumer products, Healthcare | Enterprise transformation, Consumer products, Media & entertainment |
IDEO vs R/GA: overview
IDEO
IDEO's last few years have been rough. Fortune reported in May 2026 that the firm had cut about a third of its staff, closed its Munich and Tokyo offices, and watched revenue fall below $100M from roughly $300M four years earlier. Mike Peng, who joined IDEO in 2006 and helped open the Tokyo studio, became CEO in 2025 and is pushing the firm toward teaching client organizations to run design work themselves. The history is still real: IDEO formed in 1991 from four merged studios, designed the original Apple mouse, and has belonged to the kyu collective under Hakuhodo DY Holdings since kyu first invested in 2016. Industry roundups still put typical minimums near $300K (per industry roundups; independently unverifiable).
R/GA
Since buying itself back from Interpublic Group in March 2025, with majority backing from Truelink Capital, R/GA has moved quickly. It set up a $50M innovation fund, launched a global AI products team, and made the first acquisition in its nearly 50-year history: Addition, an AI system design studio. In September 2026 it hired former Google executive Sadie Thoma as its first global chief business officer. The agency has run out of New York since 1977 and now works from ten countries, including Austin, London, São Paulo, Singapore, and Stockholm. Product design still arrives bundled with brand and marketing strategy.
Services and capabilities: IDEO vs R/GA
| Capability | IDEO | R/GA |
|---|---|---|
| Product design | ✓ | ✓ |
| UX research | ✓ | ✓ |
| Branding | ✓ | ✓ |
| Web development | ✗ | ✗ |
| Mobile development | ✗ | ✗ |
| Design systems | ✓ | ✗ |
Tech stack comparison: IDEO vs R/GA
| Framework / platform | IDEO | R/GA |
|---|---|---|
| Figma | ✓ | ✓ |
| Webflow | N/A | N/A |
| React | N/A | N/A |
| Framer | N/A | N/A |
| Adobe Creative Suite | ✓ | ✓ |
| Design systems/Storybook | ✓ | N/A |
| After Effects | N/A | ✓ |
Pricing comparison: IDEO vs R/GA
| Criterion | IDEO | R/GA |
|---|---|---|
| Minimum engagement | $300K+ (per industry roundups; independently unverifiable) | Not published |
| Engagement models | Fixed project, Retainer, Dedicated team | Fixed project, Retainer |
| Rate transparency | Minimum disclosed | Minimum disclosed |
| Price tier | Accessible | Mid-market |
Target audience comparison: IDEO vs R/GA
| Dimension | IDEO | R/GA |
|---|---|---|
| Best company size | Startup to mid-market | Startup to mid-market |
| Best industries | Enterprise transformation, Consumer products, Healthcare | Enterprise transformation, Consumer products, Media & entertainment |
| Best use cases | Enterprise-wide digital transformation strategy paired with design execution, Large-scale patient experience redesign for a hospital system | Consumer platform redesign tied to a brand relaunch, Enterprise digital product with a marketing or campaign component |
| Typical project type | Fixed project | Fixed project |
IDEO vs R/GA: pros and cons
| IDEO | |
|---|---|
| + | Still the reference point for human-centered design methods, with case studies going back to the original Apple mouse |
| + | CEO Mike Peng has a stated plan to train client teams so they keep designing after IDEO leaves |
| + | Publishes original research, including a 2026 Innovation Quotient survey of more than 250 product and innovation executives |
| + | Membership in Hakuhodo DY Holdings' kyu collective opens the door to sister firms when a project needs them |
| - | Fortune's May 2026 reporting describes a one-third staff cut and closed Munich and Tokyo offices, so ask exactly who would staff your project |
| - | A reported $300K+ typical minimum (per industry roundups; independently unverifiable) keeps it out of reach for startups |
| - | Part of the kyu collective owned by Hakuhodo DY Holdings since 2016, so it isn't a fully independent firm |
| R/GA | |
|---|---|
| + | Product design and marketing strategy come from one team, which saves large brands a second vendor |
| + | Acquired AI system design studio Addition, its first acquisition, funded from a $50M innovation fund |
| + | Offices in ten countries across North America, Europe, Latin America, and Asia-Pacific |
| + | Leadership bench keeps growing after the buyout, including a first global chief business officer hired in September 2026 |
| - | Ownership changed in 2025 and the AI products team is new, so ask how much of that capability would touch your project |
| - | Trade-press reports of 25% year-on-year revenue growth in Q1 2026 come from the agency itself |
| - | Marketing-led positioning and large-brand pricing fit early-stage product teams poorly |
Who should choose IDEO?
A typical fit: enterprise-wide digital transformation strategy paired with design execution.
Three decades of human-centered design history, now aimed at building clients' in-house design and innovation capability. Minimum engagement starts at $300K+ (per industry roundups; independently unverifiable). Works best with clients in Enterprise transformation, Consumer products, Healthcare.
Who should choose R/GA?
A typical fit: consumer platform redesign tied to a brand relaunch.
Pairs product design with brand and marketing strategy, and since going independent has been buying and building AI design capability. Minimum engagement starts at Not published. Works best with clients in Enterprise transformation, Consumer products, Media & entertainment.
Decision matrix: IDEO vs R/GA
| Your situation | Recommended choice |
|---|---|
| You need full-ownership delivery on a defined project scope | IDEO |
| You need a large dedicated team for an ongoing programme | IDEO |
| Your budget is at the lower end | Compare: IDEO ($300K+ (per industry roundups; independently unverifiable)) vs R/GA (Not published) |
| You need specialist depth in a specific vertical | IDEO |
| 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: IDEO vs R/GA
| Use case | IDEO fit | R/GA fit | Winner |
|---|---|---|---|
| Enterprise-wide digital transformation strategy paired with design execution | Strong | Limited | IDEO |
| Large-scale patient experience redesign for a hospital system | Strong | Limited | IDEO |
| Consumer platform redesign tied to a brand relaunch | Strong | Strong | Both equally |
| Enterprise digital product with a marketing or campaign component | Strong | Strong | Both equally |
| Fixed-price product build | Limited | Limited | Both equally |
| Dedicated design team augmentation | Limited | Limited | Both equally |
Verdict: IDEO vs R/GA
R/GA (3.8/5) is the stronger overall choice for most Product Design projects. Pairs product design with brand and marketing strategy, and since going independent has been buying and building AI design capability.
IDEO (3.6/5) is worth a look if you need large-scale patient experience redesign for a hospital system. If your situation matches that, IDEO is a competitive option.
Related comparisons
IDEO vs R/GA FAQ
Is IDEO better than R/GA?
R/GA (3.8/5) scores higher overall, but "better" depends on your use case. IDEO's strongest advantage: still the reference point for human-centered design methods, with case studies going back to the original Apple mouse. R/GA's strongest advantage: product design and marketing strategy come from one team, which saves large brands a second vendor.
How do IDEO and R/GA differ in pricing?
IDEO uses project-based, enterprise engagements (not published) pricing with a minimum engagement of $300K+ (per industry roundups; independently unverifiable). R/GA uses project-based, retainer for ongoing programs 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: IDEO or R/GA?
IDEO 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 IDEO and R/GA?
IDEO's primary differentiator is: three decades of human-centered design history, now aimed at building clients' in-house design and innovation capability. R/GA's primary differentiator is: pairs product design with brand and marketing strategy, and since going independent has been buying and building AI design capability. They also differ in team size (Not published (about a third of staff cut before 2025, per Fortune) vs ~2,000), minimum engagement ($300K+ (per industry roundups; independently unverifiable) vs Not published), and primary industries served (Enterprise transformation, Consumer products vs Enterprise transformation, Consumer products).
Verify all details directly with each agency before making a decision.