New practice from PR Firm Ruder Finn that focuses on innovative bespoke solutions for complex business needs.
Ruder Finn, Inc., a leading independent global communications agency, today announced the official launch of a new practice, RF Radius, as part of the company’s overall strategic communications consulting activities. RF Radius will further expand the agency’s capabilities in business transformation. The new practice combines Ruder Finn’s more than 65 years of excellence in earned media, multi-channel marketing, and cutting-edge digital capabilities with a focus on marketing/communications strategy consulting.
“The philosophy behind the new practice is to build out and strengthen our long-standing track record of having a very different seat at the table, oftentimes being called upon by C-suite executives as a thought partner to analyze business challenges and develop creative solutions to address them,” said Kathy Bloomgarden, CEO, Ruder Finn. “This type of high-level engagement is a hallmark of Ruder Finn and we are pleased this new practice will expand on our existing strength in integrated, high-level communications.”
The group is headed by Executive Vice President Rum Ekhtiar, a Ruder Finn veteran and communications professional with more than 15 years of industry experience. Ekhtiar, whose background spans corporate, consumer, healthcare, financial services, and technology, returned to Ruder Finn in April 2013 and soft-launched RF Radius in May. In roughly one year, the group grew in size and revenue to more than 20 professionals.
“Ruder Finn provides an exceptional setting to design, create, and build innovative platforms paired with our history of securing earned media, enabling us to deliver through all channels. As the industry landscape evolves and focuses on campaigns that cross paid, owned, and earned media, Ruder Finn’s independence, size, creative culture, and in-house digital expertise genuinely put us in a unique position to deliver on the promise that is the future of our industry and see this progression come to fruition,” Ekhtiar said.
The division’s name, Radius, was inspired by the group’s capabilities to deliver 360°, channel-agnostic solutions, paired with a sharp focus on measurement and insights. The Radius team’s methodology requires first dissecting a given business challenge and then deciphering how communications and marketing efforts can move the needle. This approach often entails working directly with business decision-makers to guide communications strategy and optimize and integrate channels in real-time. By establishing the right feedback loops and data points, ROI is measured from the standpoint of business objectives, complementing traditional public relations and marketing key performance indicators (KPIs).
RF Radius partners with Ruder Finn’s global network of 12 offices, bringing together expert perspectives and applying insights and best practices from one industry to another. The group’s collective talent base includes agency and in-house experience across a wide range of sectors and disciplines.