Ruder Finn enters Boston market

NEEDHAM, MA: Ruder Finn has made its long-awaited move into hi-tech hotbed Boston, tapping former Reebok director of global PR Nancy Moss to lead the New England charge.

NEEDHAM, MA: Ruder Finn has made its long-awaited move into hi-tech hotbed Boston, tapping former Reebok director of global PR Nancy Moss to lead the New England charge.

NEEDHAM, MA: Ruder Finn has made its long-awaited move into hi-tech

hotbed Boston, tapping former Reebok director of global PR Nancy Moss to

lead the New England charge.



The move ends months of speculation, during which the agency wavered on

the wisdom of opening its doors in a market geographically close to its

New York HQ. The agency pursued two possible acquisitions in the region

and, according to Ruder Finn/Americas president Amy Binder, came ’very

close’ to acquiring one of them.



Binder said the firm’s late arrival in a hi-tech hotbed like Boston

represents more than a sign of its seriousness about hi-tech - ’we are

already a major player in the hi-tech world.’ Rather, she stressed the

importance of being on the ground in Boston. ’Even though it’s close to

New York, it’s helpful to have a strong team in the marketplace,’ she

explained.



Added Ruder Finn/Americas MD Richard Funess, ’I would hate to say that

we opened in Boston just for hi-tech. It was to enhance our consumer

practice area as well, and Nancy’s skills bring benefits to both

areas.’



Moss, who worked with Ruder Finn on past Reebok product launches and the

Reebok Human Rights Program, boasts more than 15 years of consumer

branding and corporate-positioning experience in the Boston area. She

believes that her particular skills are essential for dot-com start-ups:

’The strategies that dot-coms need come from the great consumer brands,

because they don’t have the brand equity that older brands do.’



Current Ruder Finn Boston-area clients include Mycounsel. com and

MotherNature.com.



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