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Ruder Finn Asia Insights

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FROM RUDER FINN ASIA

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[**Ruder Finn Asia**](www.ruderfinnasia.com), one of the world’s largest independent global communications and marketing consultancies, today announced that the firm earned 18 first-place market rankings in the [**R3 Worldwide China 2024 PR Scope Study**](www.rthree.com).  
With 10 offices across Greater China, Ruder Finn has been named the “2024 Top Agency Performer” by marketing professionals in the region. The agency also topped key categories, including “Strategy,” “Crisis Communication,” “Client Service,” and “International Network,” reflecting its comprehensive expertise and leadership across multiple disciplines.  
Sabrina Lee, Managing Director of R3 China, said today, “For 10 years, Ruder Finn has been recognized by client-side leaders as the top-performing agency in the R3 China PR Scope Study, reaffirming its reputation for excellence in communications. The 2024 R3 PR Scope Study, which surveyed more than 200 marketers and communications leaders in China, highlights the firm’s outstanding performance and continued leadership.”  
The study recorded that 94% of Ruder Finn China’s clients are very satisfied/satisfied with the firm’s performance. This is nine points higher than the industry average. Ruder Finn Asia has been ranked #1 in the Chinese market for “Corporate PR,” “Integrated Communications,” and “Excellence in Content Development”.   
[**Elan Shou**](https://www.linkedin.com/in/elan-shou-a007244/), CEO of Ruder Finn Asia-Pacific, said, “We are honoured to earn 18 top rankings across key performance attributes in the 2024 R3 China PR Scope Study. This achievement reflects our relentless commitment to delivering exceptional service, innovative strategies, and measurable impact for our clients. At the beginning of 2024, we expanded our presence with the launch of a new Greater Bay Area (GBA) Hub to meet rising client demand and capture new business opportunities. 
Elan continued, “Being recognized as the top-performing agency for a decade, across six consecutive reports, and earning ‘Best Market Perception’ for four consecutive years underscores the trust and confidence our clients and industry peers place in us. With 94% of our clients expressing satisfaction—well above the industry average—we remain focused on setting new benchmarks of excellence, helping businesses succeed in reputation, talent acquisition, and growth across the rapidly evolving China market.”

To further establish its leadership, Ruder Finn has established a new global AI Advisory Council, chaired by[ **Zack Kass**](https://www.linkedin.com/in/zackkass/), former Head of Go-To-Market at OpenAI, demonstrating the agency’s commitment to driving innovation through AI. As the only public relations firm with an exclusive AI partnership of this nature, the Council is focused on developing and implementing strategies to benefit Ruder Finn’s global clients. By integrating advanced AI capabilities into client offerings, the agency is setting new industry standards, enhancing campaign outcomes through AI-driven insights and efficiencies.

Beyond the study, Ruder Finn Asia continues to earn recognition through prestigious industry awards. The agency was named “Best Agency: APAC” at the 2024 PRWeek Global Awards, and Asia-Pacific CEO Elan Shou was honoured with the 2024 Gold Standard Award for Professional Excellence. These accolades reaffirm Ruder Finn’s expertise in crafting exceptional content and reshaping reputations through insightful, impactful communication strategies.  

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Ruder Finn Asia Named Top-Performing Agency, Secures 18 #1 Rankings in 2024 R3 China Study, Announces Global AI Advisory Council led by Former OpenAI Leader.

Ruder Finn Asia Named Top-Performing Agency, Secures 18 #1 Rankings in 2024 R3 China Study, Announces Global AI Advisory Council led by Former OpenAI Leader 

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In the futuristic sci-fi thriller Minority Report, Tom Cruise’s character walks through a shopping mall equipped with retinal scanners that immediately serve up holographic advertisements tailored to his personal needs and tastes. It’s intrusive, unnerving, yet feels incredibly believable. That day has finally come, beginning in e-commerce. 
With the explosive growth of Large Language Models (LLMs), AI has become the buzzword of the decade, promising revolutionary changes across industries. Nowhere is this more evident than in the realm of e-commerce, where AI holds the tantalising promise of hyper-personalised experiences that can dramatically boost customer satisfaction and loyalty. However, as we stand on the precipice of this AI-driven revolution, it’s crucial to recognise that beneath the hype lies a landscape fraught with hidden challenges and ethical considerations. 
The potential is undeniably exciting. It offers unprecedented capabilities to analyse vast amounts of customer data, identify patterns and preferences, and deliver highly tailored experiences. Through sophisticated data analysis and predictive modelling, AI can anticipate customer needs and behaviours with uncanny accuracy. This allows for real-time personalisation of content, recommendations, and even user interfaces, creating a seamless and engaging customer journey. 
Natural language processing, another key AI capability, is revolutionising customer interactions through chatbots and voice assistants, making brand engagement more conversational and intuitive. AI’s ability to optimise pricing based on individual customer value and willingness to pay opens up new avenues for dynamic pricing strategies. Moreover, AI-powered sentiment analysis can gauge customer emotions, enabling brands to provide appropriate responses and experiences that resonate on a deeper level. 
## **An Overview of AI in E-Commerce** 
AI plays a crucial role in enhancing personalisation across various e-commerce domains, including traditional e-commerce, social commerce, retail media, and q-commerce. In e-commerce, AI-powered recommendation systems analyse vast amounts of customer data, such as browsing history, purchase patterns, and demographic information, to provide highly personalised product recommendations that are tailored to each individual’s preferences. This not only improves the customer experience but also drives increased sales and loyalty. 
In the realm of social commerce, AI algorithms enable brands to create engaging and personalised shopping experiences by analysing user behaviour on social media platforms. By understanding individual preferences and interests, AI can deliver targeted content, product recommendations, and personalised promotions that resonate with each customer, fostering deeper connections and driving conversions. 
Retail media, which refers to the use of a retailer’s owned media assets to deliver advertising, also benefits from AI-powered personalisation. AI algorithms can analyse customer data across multiple touchpoints, including the retailer’s website, mobile app, and in-store interactions, to deliver personalised ad experiences that are more relevant and effective for both the customer and the advertiser. 
In the emerging field of q-commerce, or quick commerce, AI plays a crucial role in enhancing personalisation. By leveraging real-time data on customer location, purchase history, and immediate needs, AI can provide hyper-personalized product recommendations and seamless checkout experiences, ensuring that customers receive the right products at the right time, ultimately improving satisfaction and driving repeat business. 
These applications paint a picture of a future where marketing becomes an almost magical experience, anticipating our desires before we even articulate them. However, this rosy vision comes with a significant caveat: the ethical implications of such powerful personalisation tools are profound and cannot be ignored. 
## **Understanding Hyper-Personalisation Perils** 
The collection and use of vast amounts of personal data, essential for AI-driven personalisation, raise serious concerns about privacy and data security. The potential for this data to be misused, either through breaches or unethical practices, is a real and present danger. Moreover, the opacity of many AI algorithms creates a “black box” problem, where neither consumers nor regulators fully understand how decisions are being made about them. 
There’s also the risk of creating filter bubbles, where AI-driven personalisation narrows the range of experiences and information presented to consumers, potentially reinforcing biases and limiting exposure to diverse perspectives. The use of AI in dynamic pricing, while potentially beneficial for businesses, raises questions about fairness and could lead to price discrimination. 
Given these challenges, it’s clear that the path forward for AI in marketing must be one of responsible innovation. We need to strike a delicate balance between leveraging the powerful capabilities of AI and upholding ethical standards that protect consumer rights and maintain public trust. 
## **Transparency and Responsible Use** 
Transparency should be at the forefront of this approach. Companies need to clearly communicate what data they’re collecting and how it’s being used. Privacy policies should be easy to understand, not buried in legal jargon. Customers should have control over their data, including the right to access, correct, and delete it. Robust consent processes and clear opt-out mechanisms for personalised marketing are essential. 
Data minimisation is another crucial principle. Companies should only collect data necessary for specific, stated purposes and implement retention policies to delete unnecessary information. This not only respects consumer privacy but also reduces the risk and potential impact of data breaches. 
Algorithmic transparency, while challenging to implement fully, should be a goal. Where possible, companies should provide explanations of how their AI systems make decisions. Regular audits of AI systems for bias and fairness are crucial to ensure that personalisation doesn’t turn into discrimination. 
Ethical considerations need to be baked into the AI development process from the start, not added as an afterthought. This includes establishing clear ethical guidelines for AI use in marketing and ensuring diverse teams are involved in AI development to mitigate bias. 
## **Don’t Lose the Human** 
Human oversight remains crucial. While AI can make rapid decisions, human supervision and review processes are necessary to catch errors, address nuanced situations, and ensure alignment with brand values and ethical standards. 
Strong data security practices are non-negotiable. As AI systems handle increasingly sensitive customer information, regular updates and testing of security protocols are essential to protect against evolving threats. 
Accountability needs to be clear and concrete. Organisations should assign clear responsibility for AI systems and establish processes for addressing AI-related issues or complaints. Regular ethical impact assessments can help companies understand and mitigate the broader societal impacts of their AI systems. 
Education is key, both internally and externally. Staff need to be kept updated on AI ethics and best practices, while customers should be educated about how AI is used in marketing. This transparency can help build trust and enable consumers to make informed choices about their engagement with AI-driven marketing. 
Collaboration with regulators and industry bodies is essential to develop appropriate guidelines and standards. As the AI landscape evolves rapidly, ongoing dialogue between businesses, policymakers, and consumer advocates is crucial to ensure that regulations keep pace with technological advancements. 
## **The Way Forward** 
While the challenges are significant, there’s reason for optimism. The conversation around ethical AI is gaining momentum, with more companies recognising that responsible AI practices are not just ethically necessary but also good for business in the long run. Consumers are becoming more aware and demanding of their digital rights, pushing companies towards more transparent and ethical practices. 
The future of AI in marketing is not a binary choice between innovation and ethics – it’s about finding ways to pursue both simultaneously. By embracing transparent and responsible AI practices, companies can unlock the full potential of personalised marketing while building and maintaining the trust of their customers. 
As we move forward, it’s crucial to remember that the goal of AI in marketing should not just be to sell more effectively, but to create genuine value for consumers. When implemented ethically and responsibly, AI has the potential to create marketing experiences that are not just personalised, but truly personal – experiences that respect individual preferences, protect privacy, and contribute positively to people’s lives. 
The path ahead is challenging, but it’s also filled with opportunity. By navigating this path thoughtfully and ethically, we can harness the power of AI to create a future of marketing that is both innovative and responsible, serving the needs of businesses and consumers alike. The journey towards ethical AI in marketing is not just a technological challenge, but a human one – and it’s a journey we must undertake together.

Originally published on [**Marketech**](https://marketech-apac.com/e-commerce-marketing-series-dont-lose-the-human-how-brands-should-deal-with-ai-powered-hyper-personalised-e-commerce-strategies/).

Learn how brands can maintain the human element while leveraging AI-powered, hyper-personalized e-commerce strategies in this Ruder Finn Asia article. 

AI-Powered E-Commerce: Keeping the Human Touch | Ruder Finn 

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E-Commerce Marketing Series: Don’t lose the human–how brands should deal with AI-powered hyper-personalised e-commerce strategies.

E-Commerce Marketing Series: Don’t lose the human–how brands should deal with AI-powered hyper-personalised e-commerce strategies

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Ruder Finn Asia, the award-winning communications consultancy, today launched the latest version of its **[SONAR crisis management simulation platform](https://www.ruderfinnasia.com/products/sonar)**. SONAR 5.5 allows corporations to practise their level of crisis preparedness in the face of evolving risks to share price, revenues and reputation. Multi-lingual, SONAR 5.5 can be operated in multiple languages including English, Chinese, Korean and Japanese. The platform also incorporates new interactive features which identify potential areas for future concern allowing for pre-emptive strategy and planning.
When faced with a full-scale issue or crisis, management teams often discover the planning they have in place fails under pressure. SONAR 5.5 is fast, effective and action-oriented, designed to identify planning gaps and propose practical, workable, real-world solutions. 
With close to 100% client satisfaction rates, SONAR 5.5 creates an immersive crisis environment allowing participants to experience every aspect of a fast-evolving crisis. The versatile multimedia portal is internet-enabled: SONAR 5.5 simulations can be run for a single market or global teams of up to 100 people allowing corporations to see where their crisis planning works and where gaps exist. 
SONAR 5.5 replicates every aspect of a crisis situation: negative media reports, share price impact, stakeholder anger and employee protest. The platform is immersive meaning participants quickly forget that SONAR is a simulation due to the reality of the created environment. The output of every SONAR is a more experienced team, upgraded risk planning, greater vigilance and preparedness for the future. 
Ruder Finn Asia has identified the key operational implications of being unprepared for a crisis or issue as a disorganised response, scattered decision making, absence of strategy and no sense of mission. This translates to loss of narrative, loss of control and loss of value. Ruder Finn Asia’s experience has also identified the hallmarks of companies who emerge well from a crisis: preparation, leadership, action and communication.

**[Charles Lankester](https://www.linkedin.com/in/charleslankester?original_referer=https%3A%2F%2Fwww%2Egoogle%2Ecom%2F&originalSubdomain=hk), EVP, Global Risk at Ruder Finn Asia** said today, “Together, we build resilience and ensure our clients act with confidence whatever the circumstances. We have delivered close to 150 SONARs since 2020 and consistently hear how much clients value the experience and learning. The SONAR team are career experts in reputation and risk management, ensuring our clients stay ahead of situations wherever possible. Reputation is a primary global business risk, but most companies are unprepared and under-resourced in the event of an issue. We are the risk management partner of choice for hundreds of corporations and bring experience across Hong Kong, Mainland China, Asia-Pacific and globally.” 
**[David Ko](https://www.linkedin.com/in/davidkoasia/?originalSubdomain=hk), Managing Director at Ruder Finn Interactive (RFI)**, Ruder Finn’s digital consultancy, said today, “SONAR 5.5 is the result of years of crisis management expertise and learning, distilled into an actionable, high value platform, updated for the AI era. The crisis landscape now evolves at an ever-faster pace, so we continually upgrade SONAR to reflect this new environment. New threats such as deepfakes, voice cloning and bots now require crisis management with technology that meets the challenge. 
“Previously, we embedded generative AI into SONAR’s operation, harnessing the power of ChatGPT to create multimedia injects that simulate interactions with key stakeholders such as government regulators, activist shareholders, protesting employees and consumer groups. SONAR 5.5 now streamlines and presents additional interactions visually so that participants can easily track and manage their crisis decisions and actions. The core of SONAR’s value, however, remains the expert guidance and coaching conducted by trainers and their real-time feedback on client team dynamics and effectiveness. This work also incorporates a significant predictive component, identifying potential areas for future concern and pre-emptive strategy and planning.” 
Watch the [**SONAR 5.5 Crisis Simulation Platform Video**](https://www.youtube.com/watch?v=hoKO3U3r2K4)

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Ruder Finn Asia introduces Sonar 5.5, an AI-powered crisis simulation platform, enhancing risk preparedness for clients across the region.  

Sonar 5.5 AI Crisis Platform Launched | Ruder Finn Asia 

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Immersive Crisis Experience in a Hyper-Realistic, Multi-Lingual Environment; Build Resilience, Act with Confidence 

Ruder Finn Asia Launches SONAR 5.5 AI-Powered Crisis Simulation Platform

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Ruder Finn Asia today announced the promotion of [**Charles Lankester**](https://www.linkedin.com/in/charleslankester?original_referer=https%3A%2F%2Fwww%2Egoogle%2Ecom%2F&originalSubdomain=hk) to the newly created role of Managing Director, Greater Bay Area. This new role will be in addition to his existing roles of Executive Vice President, Global Reputation and Managing Director, Hong Kong. 
Lankester will be tasked with creating a unified client capability and resource for the fast-growing Greater Bay Area which consists of nine cities in Southern China including Guangzhou, Shenzhen, Zhuhai, Foshan, Macau and Hong Kong. 
Ruder Finn Asia has built a dynamic, award-winning business in China, today employing 550 people in Guangzhou, Shenzhen, Shanghai, Beijing and Hong Kong, 700 in Asia-Pacific and 1,250 globally. The move to consolidate a Greater Bay Area (“GBA”) dedicated resource is driven by existing client requirements and a fast-growing volume of new business requests from domestic and international corporations. 
Already the 12th largest economy in the world, the GBA is home to more than 86 million people, has a Gross Domestic Product close to US$1,700 billion across a land area of 56,000km. The GBA is home to the highest concentration of Fortune 500 companies in China as well as the majority of China's most innovative technology companies including Huawei, ZTE, DJI and Tencent.

“Establishing a combined talent and resource capability makes perfect sense given the current and future level of business activity in the GBA. Today, the GBA’s economy is larger than those of South Korea, Russia or Canada. The GBA population is larger than Tokyo, Delhi and Shanghai combined or the total populations of the United Kingdom, Italy or South Africa. Ruder Finn’s mission is clear: help our Greater Bay Area clients win. Win in business. Win in reputation. Win in talent. Ruder Finn Asia will bring proven marketing and communications advisory services to this fast-growing region. We will achieve this through dynamic, creative counsel delivered by talented executives backed by the resources of one of the world’s fastest-growing advisory firms. I am honoured to be tasked to lead Ruder Finn Asia’s GBA region and establish our firm as the clear market leader,” said Charles Lankester. 
[**Elan Shou**](https://www.linkedin.com/in/elan-shou-a007244/ ), CEO, Ruder Finn Asia added, “I am delighted that Charles is taking up this new role and know he will be a great leader for our GBA portfolio. He knows the region very well and has run successful businesses here for many years. He is the ideal candidate to build a seamless resource amongst our strong local teams and ensure we deliver the best in client results and service. The GBA’s areas of growth are also Ruder Finn’s areas of strength: financial services, technology and innovation, green energy and health and tourism. Ruder Finn already represents leading Chinese and global clients and under Charles’ GBA leadership, we expect this portfolio to increase significantly.”

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Ruder Finn Asia elevates Charles Lankester to Managing Director, Greater Bay Area, boosting regional leadership in strategic communications.  

Charles Lankester Promoted to Managing Director | Ruder Finn Asia 

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International communications firm Ruder Finn Asia announced the promotion of Charles Lankester to the newly created role of Managing Director, Greater Bay Area. 

Ruder Finn Asia Promotes Charles Lankester to Managing Director, Greater Bay Area

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**Comprehensive DEI Strategy Development**
 
We’re excited to announce the launch of our Diversity Communications Practice, a specialized unit that will provide comprehensive diversity, equity, and inclusion (DEI) communications strategies. Our services are focused on four key areas: marketing strategy consulting, purpose-driven communication, employee communications, and crisis management. Our vision is to create a world where DEI is embraced by all companies, and we are committed to achieving this through our customized DEI solutions. 
In recent years, there has been a growing recognition across Asia of the importance of DEI in the workplace. The COVID-19 pandemic has accelerated this trend, emphasizing the need for companies to create a more diverse, equitable, and inclusive workplace culture that can adapt to the changing needs of employees and customers. 
Our DEI practice is designed to support companies across different industries, including but not limited to luxury, finance, healthcare, technology, and retail. We understand that companies in these industries face unique challenges when it comes to DEI, and we have the expertise and experience to provide customized solutions that address these challenges. 
Our team of industry-leading experts boasts a wide range of skills, including reputation management, crisis consulting, employee communications, external media relations, and DEI best practices. Alongside our proven track record, this diversity of expertise gives us a distinct competitive advantage. 
At Ruder Finn Asia, we take pride in our current portfolio of DEI clients, which includes international brands, organizations, and NGOs, such as the Singapore Ministry of Manpower, the 2023 Hong Kong Gay Games and the Hong Kong Women’s Foundation. We have also built strong connections with corporate DEI leads across Asia, senior in-house communicators, and C-suite executives. 
To explore how we can assist you with your DEI communications and marketing needs, please don't hesitate to [**get in touch**](https://www.ruderfinnasia.com/contact) with us to schedule a consultation.

Ruder Finn Asia introduces its Diversity Communications Practice, focusing on inclusive communication strategies.  

Introducing Ruder Finn Asia's Diversity Communications Practice 

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Introducing Ruder Finn Asia's Diversity Communications Practice

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Ruder Finn Asia and [**bowers.law**](https://bowers.law/) today announced the creation of a new legal and communications resource based in Hong Kong to deliver risk and crisis management solutions to clients. 
Blending proven crisis management experience, clients will have access to award-winning communications and legal counsel when facing reputational threats or crises. 
The resource will enable the rapid development and implementation of targeted risk management strategies and solutions. This is vital in a fast-moving crisis situation where managing the narrative is a key element of minimising reputational damage. 
The past twelve months have seen an array of risk and crisis situations for many corporations and individuals in Asia-Pacific and globally. The new bowers.law and Ruder Finn Asia service will deliver a combination of legal and communications crisis management counsel, strategy and services. The team will help clients navigate emerging risks to share price, revenues, businesses or reputation, assessing and predicting their potential impact and facilitating a fast, seamless response. 
The Ruder Finn Asia and bowers.law teams have previously represented clients on a range of high-risk and crisis situations. Specific situations the team has advised on include family disputes, fraud, embezzlement, litigation, false financial reporting, criminal prosecution, media investigation, data breaches, privacy intrusions, workplace harassment, blackmail and contract disputes. 
[**Kevin Bowers**](https://www.linkedin.com/in/krbowers/), Partner, bowers.law said in Hong Kong today, _"The world in 2022 is fragile. Business risk is at its highest level for decades as we work through the global pandemic and face immense political and economic uncertainty. Although reputation is a primary business risk, we often see how unprepared businesses and individuals are in the event of a crisis; even a foreseeable one. Having a joined-up resource that can quickly and effectively assess a crisis situation, develop and implement legal and communications planning to protect and manage reputations is now mission-critical. We aim to be that resource."_ 
[**Charles Lankester**](https://www.linkedin.com/in/charleslankester/), Executive Vice President, Ruder Finn Asia said in Hong Kong today, _"We have seen an extraordinary series of high-profile crisis situations in the past twelve months where senior management teams were often criticised for their crisis management responses. The problem? Real capability is often not embedded in an organisation. When faced with a crisis, management teams often discover the planning they have in place does not work. Our approach is fast, effective and action-oriented, designed to deliver practical, workable, real-world solutions."_

**About bowers.law**
bowers.law is an independent law firm experienced in giving legal advice to clients in crisis management situations. Our strategies are primarily designed to provide our clients with the best opportunity of proactively retaining the initiative, essential in today's social media-driven world. Our ability to immediately and seamlessly put together a legal and communications team as a one-stop shop gives us the edge, allowing us to move rapidly, efficiently and effectively to protect our clients. Experience, proactivity, creativity, and, most of all, tenacity, are what we provide our clients in crisis. 
**About Ruder Finn Asia**
Proven results. Innovative thinking. Trusted partners. Ruder Finn is a global communications consultancy. We believe communications is a vital corporate function and pivotal to business success. Our 70-strong Hong Kong team builds our clients' businesses every day. In Asia-Pacific we employ 650 skilled, creative professionals across 15 offices. Our firm represents the best-known and most respected corporations in Asia-Pacific and worldwide. Innovation and trust define us. Results are what we deliver.

Ruder Finn Asia and Bowers Law team up in Hong Kong to provide comprehensive crisis management planning and solutions for clients.

Ruder Finn & Bowers Law Partner for Crisis Management in HK 

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Ruder Finn Asia and bowers.law Join Forces in Hong Kong to Offer Crisis Management Planning and Solutions

DISCOVER THE LATEST INSIGHTS FROM RUDER FINN ASIA

DISCOVER THE LATEST INSIGHTS FROM RUDER FINN ASIA

Ruder Finn Asia Named Top-Performing Agency, Secures 18 #1 Rankings in 2024 R3 China Study, Announces Global AI Advisory Council led by Former OpenAI Leader

E-Commerce Marketing Series: Don’t lose the human–how brands should deal with AI-powered hyper-personalised e-commerce strategies

Ruder Finn Asia Launches SONAR 5.5 AI-Powered Crisis Simulation Platform

Ruder Finn Asia Promotes Charles Lankester to Managing Director, Greater Bay Area

Introducing Ruder Finn Asia's Diversity Communications Practice

Ruder Finn Asia and bowers.law Join Forces in Hong Kong to Offer Crisis Management Planning and Solutions

DISCOVER THE LATEST INSIGHTS
FROM RUDER FINN ASIA

DISCOVER THE LATEST INSIGHTS
FROM RUDER FINN ASIA