NEW YORK: Ruder Finn launched a new technology and innovation practice and hired sector veteran Sabrina Guttman to lead it as global head.
The practice will be based in the Bay Area and is specifically designed to meet the communications needs of the growing technology industry. It will tap into the expertise of 60 to 70 Ruder Finn employees in the US and other regions, including the UK and China.
Guttman was most recently GM of AxiCom North America, but has also held roles at Business Objects, Burson-Marsteller, IBM, and Sun Microsystems.
She will be supported in her new position by the technology leads across Ruder Finn's global network, and will also make a number of hires, mainly in the Bay Area. The practice will service b-to-b and b-to-c clients and already has a few in place, but the agency declined to reveal who they are.
“This signals an important commitment from us in building a worldwide technology expertise,” said Kathy Bloomgarden, co-CEO at Ruder Finn.
She added that the agency had considered starting the technology and innovation practice for some time, but hadn't found the right leadership fit until meeting Guttman, who has been in tech communications for 15 years.
“It's rare one finds someone who has such breadth of experience,” said Bloomgarden.
Guttman's technology expertise will be tapped in other Ruder Finn divisions outside her work leading the technology and innovation practice.
“There's a real opportunity to pull together a team of great storytellers who can go into companies and understand the passion that's driving their organizations and be able to translate that into content that matters,” Guttman said.