R/GA vs Bakken & Bæck: full comparison for 2026
Quick verdict
Bakken & Bæck (4.2/5) edges ahead of R/GA (3.8/5) 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 that want product design and marketing from one partner. 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 | 3.8 / 5 | 4.2 / 5 |
| Primary differentiator | Pairs product design with brand and marketing strategy, and since going independent has been buying and building AI design capability | 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
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.
Bakken & Bæck
Johan Bakken and Tobias Bæck founded Bakken & Bæck in 2011; Bæck still runs it as CEO. Around 70 people work across Oslo, Amsterdam, Barcelona, Bonn, and London, and several hold computer-science PhDs, which shows in the work. Recent projects include conversational AI products with Sierra and decentralized platforms with Coinbase, alongside IKEA and Norwegian payments app Vipps. The studio takes products from early exploration through launch instead of handing over a design phase and leaving.
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 | |
|---|---|
| + | 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 |
| Bakken & Bæck | |
|---|---|
| + | Design and computer-science research in one team, unusual for a boutique |
| + | Recent AI and crypto work for Sierra and Coinbase |
| + | Offices in five European cities |
| + | Consumer clients like IKEA and Vipps alongside deep-tech work |
| - | No published pricing or minimum engagement |
| - | Europe-only offices give US clients limited working-hour overlap |
| - | Its AI- and crypto-heavy recent portfolio is a narrower fit for traditional industries |
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.
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 (3.8/5) 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: product design and marketing strategy come from one team, which saves large brands a second vendor. Bakken & Bæck's strongest advantage: design and computer-science research in one team, unusual for a boutique.
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 brand and marketing strategy, and since going independent has been buying and building AI design capability. 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.