Rhapsody Rebuilds the Agency Model for the AI Era

Rhapsody announced the completion of a leadership buyout, bringing together CEO Andy Berg, COO Ramesh Patel, and Simon Berg, founder and former CEO of creative technology platform Ceros, which he scaled to more than $60 million in annual revenue.

The transaction marks Rhapsody's transition to independent, leadership-led ownership, enabling greater strategic autonomy and long-term investment as the agency enters its next phase of growth.
Under Andy Berg's leadership, Rhapsody has grown over the past seven years from a $3 million operation into a $15 million creative production company serving global brands including Amazon, Google, Xiaomi, Burger King and Brother. The agency has built a reputation for reliability, innovation and a strong delivery culture grounded in close client partnerships.
With independence secured, the leadership team will accelerate investment in AI-native workflows, production systems and technical infrastructure designed to strengthen creative capability and increase operational leverage.

The leadership team believes AI-native production models can enable Rhapsody to scale revenue without linear increases in headcount, creating an opportunity for the existing team to operate at a higher level.

“Our ambition is growth through leverage,” said Berg. “We believe we can significantly scale this business with the talented team we already have by investing in education, training and better infrastructure. AI should level people up, not displace them.”

Across the UK market, agencies are experimenting with generative tools. Rhapsody's leadership believes the opportunity lies not in bolting new tools onto old processes, but in redesigning the agency around intelligence itself.

“Agencies are intelligent systems,” said Simon Berg. “They take briefs as inputs and produce creative outputs. AI models operate in a similar way. The real opportunity is not simply using new tools - it is building a new discipline entirely. We call it creative intelligence: the fusion of human instinct and artificial intelligence, working as one. The perfect blend of art and science where taste is multiplied by precision and vision multiplied by reach.”

Rhapsody is investing in what it calls a creative operating system: a proprietary intelligence layer designed to connect every stage of creative production, from brief to delivery, through a single orchestrated system. The blueprint already exists. As AI matures, the company plans to build outward from it, creating an infrastructure where its people and AI work together across every creative discipline.

“We are not pivoting away from what built this business,” said Ramesh Patel. “We are strengthening it. Independence gives us the ability to take a long-term view and design deliberately for how creative work will be produced in the years ahead”.

“For Rhapsody's existing clients, nothing changes in terms of the relationships, the team or the delivery culture they rely on. What changes is what becomes possible. Our culture remains unchanged,” added Andy Berg. “What changes is our ambition and the infrastructure supporting it.”

Rhapsody expects to announce further capability enhancements later this year as it formalises its AI-native transformation.

“The most resilient creative companies of the next ten years will look structurally different from those of the last ten," says Simon Berg. "We're not retrofitting AI onto an old model. We're building a new kind of entity, where art meets science, where creativity and intelligence come together in an entirely new way. That's the transformation we're leading.”