Global: Ruder Finn called in for US fashion brief

Lindsay Stein, prweek.com, Friday, 30 March 2012, 12:00am,

The French company behind brands such as Puma and Gucci has tapped Ruder Finn as its corporate PR agency of choice in the US.

Retail holding company PPR, which has a portfolio of 16 luxury, sports and lifestyle brands, made the decision after a competitive review.

PPR representatives confirmed the company has chosen Ruder Finn, but declined to comment further.

The agency, with a core team of up to five staffers on the account, will focus on raising awareness of PPR innovations, initiatives and sustainability programmes to 'top-tier' print, broadcast and online media outlets in the US, said Louise Harris, the agency's chief global strategist.

The company's list of well-known brands includes Yves Saint Laurent, Sergio Rossi and Volcom.

Senior vice-president Maryam Ayromlou will handle media efforts, Harris said, adding that Ruder Finn is PPR's only agency in the US. The budget was not disclosed.

She said that Ruder Finn would help 'build reputation for PPR in the Americas' and support Laurent Claquin, the recently appointed head of PPR Americas.

The firm will also work on digital and social media for PPR's corporate platforms.

'This company is perfect for us because it fits into two of our strategic growth platforms, corporate expertise and lifestyle business,' said Harris.