RF nabs Microsoft financial services account

NEW YORK : Microsoft's US financial services group has retained Ruder Finn as AOR.

NEW YORK : Microsoft's US financial services group has retained Ruder Finn as AOR.

NEW YORK: Ruder Finn has won Microsoft's US financial services group (FSG) PR account. The agency was one of five finalists in the client's search for an AOR, said Richard Funess, RF president of the Americas.

RF will provide strategic counsel, domestic media relations, and trade show and conference support to drive awareness for Microsoft FSG's partner-developed software solutions. Alicia Dollard, head of RF's corporate technology team, will manage the account. Funess said 20% of RF's New York practice is tech-oriented.

Microsoft FSG sought "a boutique approach," said Ted Ladd, Microsoft FSG PR manager. He added that initial work will include "promotion of Microsoft FSG executives, many of whom are longtime industry experts."

The review came as part of an unbundling of Microsoft's industry-services division, which includes FSG, retail and hospitality, manufacturing, and healthcare units. Communications for the entire division had previously been handled by SS&K, Seattle.

SS&K will continue to work with Microsoft, Ladd said, focusing on its healthcare-solutions business. Agency reviews will be run for the other two units' PR accounts.

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