R/GA's BRDNA Sequencer converts brand guidelines into machine-readable AI instructions

R/GA is launching the BRDNA Sequencer, a system that converts a company's brand guidelines into instructions AI tools can use. Arriving as a service for R/GA clients in September, it is designed to produce editable marketing emails, social assets and CRM systems without making teams restate their brand rules for every prompt.

How the system works

The onboarding process ingests a broad range of brand material. According to R/GA, it brings together fonts, colours, layout rules, tone of voice, messaging, positioning, logos, packaging and examples of previous work. That material is used to make the system act as what R/GA calls a brand expert, which then passes the relevant guidance to whichever AI platform is handling the creative request.

R/GA describes the Sequencer as platform-agnostic. Teams can connect it to tools such as Claude or Figma, submit a plain-language request, and receive an asset that follows the stored rules while remaining editable. The first version is limited to static media, including email templates and social campaign assets; R/GA plans to add video generation later.

Governance and brand control

The system shifts where brand control happens. Instead of reviewing assets only after generation, teams can encode approved rules before a prompt reaches the production tool. Human review remains necessary, as a machine-readable guide cannot judge every legal, cultural or strategic risk. Companies adopting this model will need clear ownership of source guidelines, version control and approval steps for generated work.

Context: independence and growth

The launch follows R/GA's return to independence after 23 years within IPG. The agency reported a 27% revenue increase from 2024 to 2025 and has been investing in products that help clients execute campaigns. R/GA global chief business officer Sadie Thoma described the ambition behind the system: "These types of systems are meant to be living, so that they evolve and grow as technology evolves, and as your brand evolves."

R/GA has already tested a data-responsive approach with Google Shopping. A 2024 campaign used data from Google Maps and Google Trends to change digital kiosk ads by location and current events across New York City.

Implications for marketing teams

The source notes that the useful benchmark for the Sequencer is not the volume of assets produced, but how consistently those assets meet brand, audience and business requirements. Creative teams are advised to test whether the system handles real edge cases, keeps outputs editable and makes rule changes easy to audit before using it at scale.