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Launched in a linen closet In 1948, Bill Ruder and David Finn launched their firm (originally called "Art In Industry") in what was previously the linen closet of Manhattan's Lombardy Hotel. The company was created to get the business community interested in fine arts. This gave contemporary artists a new source of financial support, while the corporations involved benefited from positive PR. Ruder Finn is often credited with introducing this particular combination of corporate involvement and cultural activity. "Don't let the stars get in your eyes" The agency's first client was an entertainer - Ruder and Finn worked to promote the records of a young Perry Como. After only one year on the project, the singer was ranked first on Billboard magazine's list of the most popular recording artists. Other early clients from the entertainment business include Dinah Shore and Jack Lemmon. The aesthetic agency The firm's offices are decorated with artwork and a series (created by David Finn) of photography and compelling quotes intended to encourage creativity and remind employees of the firm's dedication to innovative thought. Ruder Finn is particularly known for its insistence on business ethics and corporate responsibility. In the 1960s, the firm established an ethics committee to track its behavior. When reviewing issues related to its business practices, the committee consults with outside experts (most commonly about human resources issues). Explosive growth The agency has grown considerably over the past 50 years, and has put a great deal of energy into the development of divisions serving specific groups. The firm's strengths are in health care and consumer marketing. It was also the first PR firm to create a PR research facility - called Research & Forecasts, Inc. The firm is divided into nine specialized groups. Ruder Finn's New York headquarters is the third-largest agency in Manhattan. Today, Ruder Finn's health care division is one of the largest of its kind in the world. Ruder Finn's I-Relations Group garnered $5 million in its first 12 months, helping the agency acheive record fees in the first quarter of 2000. Over the years Ruder Finn has launched a number of offices throughout the country and overseas. However, having found that there is not a constant need in all cities, the firm sometimes serves clients through local partners or affiliates. Hip to Hep Ruder Finn is one of the only two major independent PR firms - the other is Edelman PR, which is also a family-run business. Unlike Edelman, however, Ruder Finn is financially limited, and has been unable to strengthen its offices outside Manhattan. Industry observers describe the firm's creative department as "impressive," citing advertising campaigns for Schering-Plough (a pharmaceutical company), consumer work for Volkswagen, and web design for SmithKline Beecham. The firm has also recieved praise for its eye-catching campaign to educate people about Hepatitis B, dubbed "Get Hip to Hep", and in 2000 was named Technology Agency of the Year by leading trade publication MC Technology Marketing Intelligence. Tech investment After investing $3.5 million on technology over the past four years, the firm has managed to update its systems. In addition to Internet access in its offices and a brand new web site, the firm can now tap online media monitoring services for research purposes. Recent account wins include Cybercash, L'Oreal, and Rite Aid.
Ruder Finn's executive training program for college graduates is well known in the industry, and has even received praise from the Princeton Review. Four-month sessions are held at RuderFinn's New York headquarters, and begin in June, October, and February. Candidates must have at least a Bachelor's degree. According to the firm, it regularly accepts college grads with relevant work experience, business school grads, and applicants who hold PhDs. Program participants work full time and take weekly classes. If you're planning on applying, be advised that trainees are paid at a rate of $19,000 a year and receive no benefits. However, if they are subsequently hired for full-time positions, benefits are cumulative. Graduates of the program are not guaranteed a job after the program, but the firm notes that about 50 percent of participants do get hired. Though few would be able to live on the salary without help from mom and dad, veterans of the program emphasize the fact that "it gets you inside a PR company, working for different departments, so you can learn all about PR." Another source adds: "it's real account work and also classroom time." The firm also offers an unpaid summer internship program for college juniors.
Estrogen-heavy Ruder Finn Like the rest of the industry, Ruder Finn is pretty estrogen-heavy. One source from the healthcare division reports that only 4 of their office's 50 employees are male. As far as higher-ups in that outpost, "the director is male and all of the senior VPs are women." Dress up, dress down Insiders say the agency is "very corporate," adding that "the dress code is at a high standard." It's "not like Wall Street," one source elaborates, "but you need to dress professionally." Fortunately, employees are allowed to wear jeans on casual Fridays. Though dress is somewhat restrictive, one source describes the corporate culture as "noticeably easygoing." Ruder Finn is "definitely a fun place to work," affirms another insider. "There isn't much hierarchy. Most, if not all VPs and senior VPs are extremely approachable." Learning lots, making little Though an insider from the executive training program complains that "we do not get any benefits," that source reports "doing much more than I ever expected, especially at this level!" Although only 50 percent of executive trainees will receive "a full-time job at the end of the program," everyone will "leave with four months of experience in a well-established program." Says an insider, "Office hours are 9:30 to 5:30, but most employees are expected in earlier and do not run out the door when the clock hits 5:30."
Deidra Degn Coordinator, Executive Training Program New York Executive Training 301 East 57th Street1 New York NY 10022 (212) 715-1529
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