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
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
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