NEW YORK: Ruder Finn has hired former Ogilvy PR CEO Bob Seltzer to head the agency's new marketing practice.
Seltzer left Ogilvy in August 2002, after a few tough years marked by layoffs and diminishing revenues. He spent his time away from the agency scene running his own consulting company.
"What I want to do is get back close to clients," he said. "Ruder Finn has always had the senior people deeply involved in client business, and that, to me, is more appealing than being an administrator."
Seltzer had been CEO of Ogilvy for more than five years, and was replaced by firm veteran Marcia Silverman. Prior to heading Ogilvy, Seltzer ran Porter Novelli's New York office, and founded the firm's healthcare practice. His past accounts include Coca-Cola, Kellogg's, Gillette, Johnson & Johnson, Ford, and Bayer.
Ruder Finn's consumer, consumer health, and some b-to-b clients will fall under the new practice. "They're looking for more sophisticated approaches in their overall marketing mix," said Richard Funess, president of Ruder Finn Americas. "We can give them more sophisticated branding information, and speak their language."
"It's obviously the traditional PR model that we all do," Seltzer said, "but it's really about a deep understanding of how clients see and view their brands, how customers see and view their brands, and how to make the bridge of communication between the two."