Early entry into China helped Ruder Finn stay ahead of the curve, says CEO

For Bloomgarden, it was a bold decision made three decades ago that she feels cemented the agency’s competitive edge – the agency’s early foray into the Chinese market. While many agencies hesitated, Bloomgarden’s forward-thinking approach back then set the stage for Ruder Finn’s global success in the intervening years.

“Entering the China market three decades ago was about pushing boundaries and looking beyond the norm,” she recalls. “When you’re passionate about something and truly believe in its potential, success usually follows.”

This ethos of anticipating market transitions has defined Ruder Finn’s operations under her leadership. Today, with over 800 team members based in China and a significant presence across the United States, Europe and the Middle East, the agency remains a testament to the power of early adoption and global integration.

A legacy of innovation and creativity

The agency’s story began in 1948, when Kathy’s father, David Finn, co-founded the agency. A pioneer in the field of public relations, Finn became renowned for his creativity – creativity that he willingly shared as the author of more than 100 books during his lifetime. Under his guidance, Ruder Finn became a foundational pillar in the PR industry and his leadership style naturally left an indelible mark on his daughter.

“Being engaged in client work was one of the core lessons from my father. Even in his later years, he’d walk into a young person’s office and offer to help them out with a press release. He believed that understanding the audience and staying connected to the work were absolutely critical for the agency’s success.”

When Kathy assumed leadership, she brought her own vision to the table, blending her father’s creative legacy with her driving passion for innovation. Her academic background in data and coding positioned her to embrace the technological transformations shaping the communications landscape. This dual emphasis on creativity and innovation became the cornerstone of Ruder Finn’s global strategy.

What’s next?

From its early days, Ruder Finn has been guided by the principle of ‘what’s next?’ This forward-looking philosophy is exemplified by Bloomgarden’s collaboration with industry leaders such as John Chambers, the former CEO of Cisco. “You don’t compete against competitors, you compete against market transitions,” Chambers once told her – an insight that Bloomgarden has taken to heart as she has led and built her agency.

Under Bloomgarden’s leadership, this mindset has fueled initiatives such as Ruder Finn’s Tech Lab, which serves as a hub for exploring emerging communication tools and technologies. By engaging with global startups, the agency continuously pilots new innovations, ensuring its teams are always on the cutting edge.

“Our tech lab isn’t just about tools; it’s a culture shift,” she explains. “It’s about fostering a mindset that embraces new ideas and equips our teams to lead in an ever-changing environment.”

Navigating challenges and opportunities

Obviously, leading a global agency comes with its share of challenges, from managing diverse teams to adapting to regional market dynamics. Ruder Finn’s decentralized and inclusive approach to leadership is a key factor in its success.

“We genuinely believe here that the youngest person in the room can have the strongest voice,” says Bloomgarden. “Our internal structure isn’t hierarchical and we ensure that every team member feels empowered to contribute.”

This ethos is particularly evident in the agency’s efforts to bridge cultural gaps. Bloomgarden herself speaks Mandarin and has encouraged team members to study Chinese to deepen their understanding of that market. The agency frequently facilitates exchanges between its offices in China, the US, and Europe, fostering a spirit of global collaboration across the business.

The strength of independence

Unlike many agencies, Ruder Finn has remained steadfastly independent, a decision Bloomgarden believes is integral to its culture and longevity. “Being independent allows us to prioritize our people and clients without external pressures. We’ve never had to downsize during economic downturns and we maintain a warm, supportive environment with low staff turnover.”

This independence also enables the agency to be agile, making strategic acquisitions and investing in areas of emerging opportunity. Recent growth in India, for example, reflects Ruder Finn’s adaptability to rising global markets.

Lessons in leadership

Bloomgarden credits much of her leadership philosophy to lessons learned from her father. “He taught me that you can’t succeed if you don’t understand your audience, your clients and the media landscape.”

Her approach to leadership emphasizes adaptability and resilience. During the pandemic, Ruder Finn adopted a flexible working model tailored to regional needs, ensuring the wellbeing of its global workforce while maintaining client service excellence.

“For us, we always aim to see obstacles as opportunities. Moments of pause allow us to reevaluate, innovate and come back even stronger than before.”

And in terms of strengthing the business over the past decade, Ruder Finn has expanded its global footprint through a number of strategic acquisitions, enhancing its expertise across various sectors. Key additions include New York-based digital marketing agency Flightpath earlier in 2024 and Dubai’s Atteline, marking its entry into the Middle East. Acquisitions such as Malaysia’s Pandan Social bolstered its Asia-Pacific digital services, while UK-based Mantis strengthened its healthcare technology focus. In technology communications, Touchdown advanced Ruder Finn’s cybersecurity and AI offerings, and Peppercomm added integrated marketing capabilities. These deals support Bloomgarden’s commitment to innovation, particularly in digital, healthcare and enterprise tech.

Looking ahead

So, as Ruder Finn looks to the future, Bloomgarden remains focused on the dual pillars of innovation and empathy. Whether it’s harnessing new technologies or nurturing client relationships, the agency is committed to delivering value that transcends the transactional.

“In two years’ time, I hope Ruder Finn will continue to be recognized for our forward-thinking and genuine care for clients. Our goal is to empower our people to expand their boundaries and thrive in an environment that celebrates passion and creativity.”