CHICAGO: PepsiCo's Gatorade brand hired Ruder Finn, following a competitive RFP process, to work on a national ongoing program. Though she could not elaborate at this time, Jennifer Schmit, senior manager for Gatorade PR, said the agency will be working on "a couple of very focused projects" for which there's no set time frame. The agency will work on the account out of its Chicago office. Schmit emphasized that Fleishman-Hillard remains Gatorade's lead PR agency.
Ruder Finn, which is also handling a CSR effort for PepsiCo, did not immediately return a call for comment.