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Geoff Edwards, co-creator of peace coalition Saturday Morning and formerly CAA Marketing co-head of creating, has joined R/GA as VP and executive creative director of Los Angeles to help it expand further into entertainment.

Edwards officially joined R/GA last week and succeeds Kalle Henzen, who left the agency in July last year. During Edwards' time at CAA, he led accounts for Anheuser Busch InBev, Blizzard, Keurig, 4-H and Casa, and he played an integral role in cultural work, such as the award-winning short documentary "American Dreams" about Jimmy John's.

"R/GA is a brand that I've coveted for some time," Edwards tells Ad Age. "I've admired how they tell modern stories that are both actionable and tangible, and they have been able to disrupt themselves since the '70s and change with a changing environment."

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