Ruder Finn alums open 'green' firm

SAN FRANCISCO: Two Ruder Finn alums have launched Blue Practice, a green PR firm, with five debut clients.

SAN FRANCISCO: Two Ruder Finn alums have launched Blue Practice, a green PR firm, with five debut clients.

The clients on board are Solar City, marketing company Clear Ink, Berkeley Mills, the Trust for Public Land, and the Ecocity World Summit 2008 steering committee.

Cofounder Jessica Switzer said she and Tim Gnatek formed the company out of a passion for the environment.

"We are not an old-school PR firm that put on a green tuxedo," Switzer explained. "Sustainability matters deeply to us."

Blue Practice has a working relationship with RF, the agency that acquired Switzer's Switzer Communications in 2002, where- by the new agency can tap into RF's resources.

Blue Practice's goal for its first year is $1 million in revenue.

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