Ruder Finn Innovation Studios − from New York, neither a PR nor an ad agency

“Please don’t confound RFI with public relations, advertising and digital marketing companies,” said Dr Kathy Bloomgarden, CEO of Ruder Finn, who especially traveled to China for today’s press conference. “In a highly interactive world, the boundary between public relations, advertising and technology is increasingly blurred. RFI is a strategy and innovation oriented digital communications service provider, integrating creativity of an advertising agency, message of a PR firm, and technologies and web expertise of a digital marketing organisation.”

This definition is exactly how RFI New York profiles itself. In 1999, Ruder Finn took the lead in PR industry to establish this innovation arm in New York. In just ten-odd years, RFI has grown from a small studio to a professional team with more than 60 members. With many compelling references such as the “Picasso Head” in 1999 and the “200 Years Citi Virtual Concert” in 2012, it has gained wide recognition in the US, as evidenced by a prestigious spectrum of awards, including the “Webby Awards”, “One Club” and “SXSW Interactive”, among others.

“It is all about strategy and innovation.” says Elan Shou, managing director and senior vice president of Ruder Finn China, “RFI will be a global innovative team in real sense. Clients can choose the Chinese or New York service team and the technology provider may be based in India or Europe. Digital technology makes everything possible and we will no longer be restricted by the boundary between PR and advertising. By integrating technology and imagination, RFI maximizes creative inspirations and generates innovations to deliver more diversified brand values.”
It is said that a member of RFI New York will be transferred to Beijing, while the existing innovation team in China will focus more on providing prospective product R&D and customer services in Ruder Finn’s expertise areas.

“We believe that the close collaboration between New York and Beijing will bring different experience to our Chinese clients,” adds Elan Shou, “For example, China falls far behind the US in the areas of mobile applications, fragmented time management and users’ online experience. However, Chinese people actually spend much more time on mobile phones than Americans. Just imagine what we can do to fill the gap. RFI is looking forward to bringing unique innovations that epitomize and materialize our strategies, passion and imagination to the Chinese market.”