Discover Thought Leadership Pieces, Case Studies, and News Updates from Experts at Ruder Finn Asia. Start Exploring and Unlock New Possibilities for Your Business.

Ruder Finn Asia Insights

DISCOVER THE LATEST INSIGHTS
FROM RUDER FINN ASIA

Zack Kass to Chair New AI Advisory Council

large_18.OpenAIPioneer_Zack_content.jpg

medium_18.OpenAIPioneer_Zack_content.jpg

small_18.OpenAIPioneer_Zack_content.jpg

thumbnail_18.OpenAIPioneer_Zack_content.jpg

18.OpenAIPioneer_Zack_content.jpg

Ruder Finn, one of the world’s largest independent global communications and integrated marketing agencies, today announced that [**Zack Kass**](https://www.linkedin.com/in/zackkass/), former Head of Go-To-Market at OpenAI and a leading force in bringing artificial intelligence to business applications, will chair its new global AI Advisory Council. 
This partnership, exclusive in the PR industry, underscores Ruder Finn’s commitment to leading the global AI revolution in communications. The AI Advisory Council will report to CEO Kathy Bloomgarden and will operate under the day-to-day leadership of CTO & Head of AI, [**Tejas Totade**](https://www.linkedin.com/in/tejastotade/), and Managing Director of Ruder Finn Interactive Asia, [**David Ko**](https://www.linkedin.com/in/davidkoasia/). This newly established council, under Kass’s guidance, will focus on developing and implementing AI strategies to benefit Ruder Finn’s global client base. 
“At Ruder Finn, we believe that a company’s approach to AI – how quickly they learn, integrate, and embrace its potential – will be a key factor in their future success,” said [**Kathy Bloomgarden**](https://www.linkedin.com/in/kathy-bloomgarden-ab22369/), CEO of Ruder Finn. “Zack’s global perspective and deep understanding of AI will be invaluable as we empower our teams and clients around the world to leverage these transformative technologies.” 
Zack Kass is one of the brightest and most experienced minds bridging practical applications for AI in the world today. He brings 14 years of experience in the AI field, having devoted pivotal years at OpenAI and having since advised leaders across Fortune 500 companies to The White House on AI strategies. Ruder Finn’s partnership with Zack is exclusive in the Public Relations industry. 
"The future of communications is inextricably linked with AI, leading to abundant possibilities,” said Kass. “We're on the cusp of unlocking unprecedented creativity, efficiency, and impact in how we connect and communicate. This partnership with Ruder Finn is about empowering businesses to navigate this exciting frontier and leverage AI for meaningful and lasting success." 
The Ruder Finn AI Advisory Council will provide global AI strategies and hands-on guidance, ensuring clients of all sizes are equipped to harness the full potential of AI. Ruder Finn is in the process of finalizing the council’s membership and will announce additional members representing diverse regions and expertise shortly. 
"Our firm is setting a new standard in the industry by integrating advanced AI capabilities directly into our client offerings,” elaborated [**Elan Shou**](https://www.linkedin.com/in/elan-shou-a007244/), Ruder Finn Asia-Pacific Managing Director. “By transforming traditional PR with AI-driven insights and efficiencies, we're not just enhancing campaign outcomes—we're positioning ourselves as leaders in AI-powered communications.”

thumbnail_18.OpenAIPioneer_Zack_464x348.jpg

18.OpenAIPioneer_Zack_464x348.jpg

Ruder Finn, one of the world’s largest independent global communications and integrated marketing agencies, today announced that Zack Kass, former Head of Go-To-Market at OpenAI and a leading force in bringing artificial intelligence to business applications, will chair its new global AI Advisory Council. 

Ruder Finn Brings on OpenAI Pioneer Zack Kass to Chair New AI Advisory Council

White

large_ClimateChange_Content.png

medium_ClimateChange_Content.png

small_ClimateChange_Content.png

thumbnail_ClimateChange_Content.png

ClimateChange_Content.png

_Amid challenges such as climate change and natural disasters, some principles that marketing strategies in Asia Pacific should focus on are authenticity, transparency and open communication, says Ruder Finn’s [**David Ko**](https://www.linkedin.com/in/davidkoasia/?originalSubdomain=hk )._ 
In the face of intensifying global risks, such as the aftermath of the COVID-19 pandemic and escalating climate change, the Asia Pacific region has had to grapple with an array of crises. These compounding events, including cyclones, floods, volcanic eruptions and landslides, have caused immense suffering and devastation. Amid these crises, the role of marketers becomes significantly challenging as they strive to articulate empathy and support for their customers and communities without appearing insensitive or self-serving. 
Why does their role matter? A study by Bain suggests that consumers in APAC are just as concerned about environmental, social and corporate governance issues as their Western counterparts. Brands play a crucial role in addressing these concerns, possessing the resources to effect change and significant influence over consumer behavior and public opinion. Their actions can inspire individuals, other businesses, even governments to prioritise and address environmental issues. 
In this guide, we delve deeper into strategies that marketers in APAC can utilise to navigate these challenging times effectively, focusing on principles such as authenticity, context awareness, transparency, open communication and the role of content marketing, crisis communication, social responsibility and innovative strategies. 
**Authenticity: A crucial element** 
First and foremost, authenticity is crucial. Brands need to demonstrate a sincere and consistent commitment to climate action and disaster recovery. This means adopting sustainable business practices and always supporting long-term relief efforts, not just when there are inciting incidents. 
Unilever, a global consumer goods company with a robust presence in Asia Pacific, have set ambitious goals to reduce their environmental impact and improve social well-being. During crises, it leverages its expertise and resources to provide aid and assistance. For instance, following the 2015 Nepal earthquake, it donated hygiene kits, water purifiers and solar lamps to the affected communities. 
Another brand that has exemplified authenticity is Samsung. After the 2018 Sulawesi earthquake and tsunami in Indonesia, the South Korean electronics giant donated cash, smartphones, tablets and solar-powered generators to the disaster victims. It also initiated a long-term partnership with Habitat for Humanity Indonesia to rebuild homes and schools in the affected areas. 
 

**Role of content marketing during crises** 
Content marketing plays a pivotal role during crises, helping brands communicate their values, actions and initiatives. The creation and sharing of valuable content attract, inform and engage an audience, leading to conversions. During a crisis, this can involve updating customers about changes to operations, explaining how the brand is supporting relief efforts or providing useful information to help customers navigate the crisis. 

Content that educates, entertains or otherwise adds value can be a powerful engagement tool during a crisis. This could include blog posts, webinars, e-books or video tutorials related to the crisis or offering solutions to problems customers might be facing. 
The principle of context awareness is critical. A brand's response to a crisis should be in line with its existing identity and relationships with the affected communities. AirAsia, a Malaysian low-cost airline known for its innovative and customer-centric approach, exemplifies context awareness. During the 2014 floods in Malaysia, AirAsia offered free flights to aid workers and volunteers, and discounted fares for flood victims – actions that were consistent with its brand values and resonated with its customers.
 

**Transparency and open communication** 
Transparency is another key element and brands should be clear and honest about their motives and actions. Consumers have become increasingly savvy and can easily identify greenwashing or false claims. Brands should avoid overselling their impact and instead focus on delivering tangible outcomes. 
Moreover, maintaining open lines of communication with the community is vital. Marketing is not a one-way street, especially in times of crisis. By listening and responding to the needs and concerns of the affected people, brands can demonstrate empathy and design more effective interventions. 
Grab, a Singapore-based ride-hailing company, launched a “GrabBayanihan” program in the Philippines to provide free transportation for healthcare workers during the COVID-19 crisis. This initiative was not a top-down decision but a response to community feedback, thereby emphasising the importance of listening and responding to the community's needs. 
Crises often underscore the importance of community. Brands can foster a sense of community among their customers by creating online forums or social media groups where customers can connect, share experiences and support each other. They can also host virtual events or challenges to bring customers together. 
**Crisis communication and customer relations** 
In times of crisis, customers often turn to a brand’s social media channel or customer service team for information and support. Therefore, brands need to have a robust crisis communication plan in place. This plan should outline how the brand will communicate with customers during a crisis, including the channels they will use, the type of content they will share and the tone they will adopt. It should also identify key stakeholders and decision makers, and establish clear roles and responsibilities. Brands should strive to provide regular updates, respond to customer inquiries promptly and empathetically, and be transparent about the situation and their response. 
**Corporate social responsibility and ethical marketing practices** 
Another important aspect of marketing in times of crisis is social responsibility and ethical marketing practices. Brands should ensure that their actions and communications align with ethical standards and societal expectations. They should avoid exploiting a crisis for promotional purposes, or making false or misleading claims about their products or initiatives. Brands can demonstrate social responsibility by supporting relief efforts, adopting sustainable business practices, and advocating for social and environmental issues. 
Brands can show their support for local communities affected by the crisis through various initiatives. This could include donating a portion of sales to relief efforts, partnering with local businesses or non-profits, or sponsoring community events or projects. Such initiatives can help to build goodwill and strengthen relationships with customers. 
**Agility and innovation in marketing strategies** 
In the face of crises, brands need to exhibit agility and innovation in their marketing strategies. This might involve pivoting their marketing campaigns, adapting their products or services, or finding new ways to engage with and support their customers. 
COVID-19, for example, saw many brands shifting their focus to digital marketing and e-commerce as customers spent more time online and shopped from home. Others developed new products or services to meet changing customer needs, such as virtual events, home delivery options or wellness-focused products. 
Brands might also innovate by using technology and data to personalise their marketing messages, improve customer experiences or streamline their operations. However, it's important that these innovations are driven by customer needs and values, rather than merely chasing trends or technology for their own sake. 
**Conclusion** 
Marketing in times of crisis requires brands to be authentic, transparent and responsive to their customers and communities. By leveraging content marketing, crisis communication, corporate social responsibility and innovative strategies, brands can navigate these challenges effectively and contribute to a more resilient and sustainable future. 
As brands respond to the complex and cascading risks of our world today, they must ensure their actions are ethically grounded. These events should not be seen as opportunities to promote a brand's image but rather, as chances to use a brand's influence and resources for the greater good. This is not only ethical marketing but also a way of building a more resilient and sustainable region in the face of multiple crises. 
Brands that can authentically show care and compassion during times of crisis will not only strengthen their relationships with their customers and communities but also enhance their reputation and resilience in the long run. As we navigate through these challenging times, it is the brands that rise to the occasion with empathy, authenticity and responsibility that will make a lasting impact. 
This article was originally published online in [**WARC**](https://www.warc.com/newsandopinion/opinion/how-apac-brands-can-enhance-reputation-and-resilience-in-times-of-climate-change-crisis/6327).

Learn how APAC brands are enhancing reputation resilience and addressing the challenges posed by the climate change crisis. 

APAC Brands Build Resilience Amid Climate Crisis | Ruder Finn Asia 

medium_ClimateChange.jpg

small_ClimateChange.jpg

thumbnail_ClimateChange.jpg

ClimateChange.jpg

How APAC brands can enhance reputation and resilience in times of climate change crisis.

How APAC brands can enhance reputation and resilience in times of climate change crisis

Black

large_75_Content.png

medium_75_Content.png

small_75_Content.png

thumbnail_75_Content.png

75_Content.png

Ruder Finn, one of the world's largest independent global communications and creative agencies, founded in 1948 by David Finn and Bill Ruder, is celebrating its 75th anniversary year. 
Year to date, the agency has added 100 new client wins globally, including significant players in healthcare, technology, commerce, leadership and workplace. This impressive roster of new wins includes The Foundation for the National Institutes of Health (FNIH), Balenciaga, TEVA, Masimo, Lamborghini, GSK, Nestle Health Science, the World Wildlife Fund, Vertex, and The Common Wealth Fund.

The landmark anniversary comes on the heels of a more than 100% growth spurt since the rise of the pandemic in March 2020. The firm ended 2022 on an upward trajectory with 43% global revenue growth and a 33% increase in staff. Ruder Finn also expanded its global strategic footprint within the past year with three growth acquisitions in enterprise technology, DE&I, and purpose-driven leadership. 
“For me personally, this monumental milestone of our 75th year is a reminder to reflect on the values that have defined Ruder Finn from its inception: driving positive change through innovative disruption, creative edge, and a strong commitment to ethics,” said Kathy Bloomgarden, CEO of Ruder Finn. “We’re looking forward to supporting our clients who are working towards positive human and planet impact through transformational science and technology, community building, and open dialogue. As forward-thinkers, Ruder Finn is excited to continue working with our clients to drive what’s next in 2023 and beyond.” 
**About Ruder Finn**
Ruder Finn is one of the world's largest independent global communications and creative agencies. Founded in 1948, Ruder Finn has defined and redefined PR for 75 years, shaping communications that help move industry-defining brands, companies, and leaders from what's now to what's next. Ruder Finn provides clients with bold communications strategies based on a global perspective and localized market knowledge that redefine leadership, reimagine the marketplace, and rethink customer experiences around a shared sense of purpose. The agency is organized around five core areas of expertise—Healthcare, Technology, Commerce, Leadership and Workplace—with RF.Studios and tech incubator RF.TechLab providing cutting-edge predictive analytics, breakthrough creative, and customer-focused digital engagement. Ruder Finn has offices across 3 continents including the U.S., Asia and Europe. Wholly owned agencies within Ruder Finn Group include: Ruder Finn Inc., Osmosis Films, Touchdown, Peppercomm, Comunicad, Mantis, RLA Collective, jacobstahl, RF Bloom, and SPI Group. 
For more information visit [**www.ruderfinn.com**](https://ruderfinn.com/).

RF75-16by9.png

Ruder Finn marks its 75th anniversary with over 100 new client wins, reflecting its continued growth and industry leadership.

Ruder Finn 75th Anniversary | 100+ New Client Wins

medium_75.jpg

small_75.jpg

thumbnail_75.jpg

75.jpg

Ruder Finn Celebrates 75th Anniversary Year with 100 New Wins Year to Date

large_Insight_ContentPage_Top-Banner9_DEI_Elan.png

medium_Insight_ContentPage_Top-Banner9_DEI_Elan.png

small_Insight_ContentPage_Top-Banner9_DEI_Elan.png

thumbnail_Insight_ContentPage_Top-Banner9_DEI_Elan.png

Insight_ContentPage_Top-Banner9_DEI_Elan.png

There is no one standard approach to diversity, equity and inclusion (DEI) communications. The complexities and cultural nuances surrounding DEI vary vastly around the world. Though the topic of DEI is inherently multifaceted, one commonality across the globe is the widespread interest in discussing it. 
Communicators frequently find themselves responsible for developing impactful DEI initiatives that instigate tangible and positive transformations, often in addition to their existing work responsibilities and without an adequate budget. While discussions around DEI in Asia tend to be progressive, they often remain aspirational and lack concrete action steps. 
DEI conversations in North America and Europe have witnessed a substantial transformation into actionable steps, significantly more than in Asia. Communicators in these regions have gone beyond mere discussions and have actively implemented DEI principles into daily business operations, catalyzing societal change. A notable illustration of this progress is the widespread adoption of integrating individuals' pronoun preferences into business interactions in the U.S. 
When international companies attempt to implement their global DEI practices in Asia, they often encounter confusion due to various challenges. These challenges stem from several factors, such as a limited understanding of integrating DEI practices in the region, lack of expertise in setting up DEI frameworks, and notably, cultural and status disparities. For example, while progress is being made, LGBTQ+ discussions remain taboo in certain Asian locations. Hence, a universal one-size-fits-all approach to such conversations simply does not suffice in this context. 
Even the aforementioned example of gender pronouns in the U.S. does not transfer widely due to the linguistic diversity of self-referencing in different languages. For example, Tagalog is known as a genderless language where pronouns are not inherently tied to a specific gender classification. 
Navigating the complexities of DEI in the diverse and intricate markets across Asia, while factoring in geopolitical concerns and the pervasive influence of round-the-clock social media, poses a significant challenge – which is why we launched our specialized DEI Communications practice at Ruder Finn Asia. Our aim is to assist organizations in making a meaningful impact through their DEI communication initiatives. Communicators hold a crucial role as DEI advocates within organizations, and we are committed to helping organizations go beyond discussions and drive progressive changes. 
Mistakes often occur when companies adopt a standardized approach to DEI communications in Asia, where each country possesses distinct characteristics that necessitate a tailored strategy. The key lies in identifying shared priorities, aligning them with a global strategy, and meanwhile addressing local concerns. This calls for decision-making teams to immerse themselves extensively in the Asian countries they operate in, going beyond the confines of headquarters. 
To foster DEI progress in Asia, it is crucial to understand the regional presence of companies, synchronize global strategies with diverse local cultures across multiple countries, determine the appropriateness of an aggressive or moderate approach, and meticulously execute these initiatives within the local context. This process demands substantial strategic planning and close collaboration with local teams to comprehend cultural concerns and nuances. 
As a consultancy, Ruder Finn Asia can help greatly with this as our team members are strategically positioned across various offices throughout the continent, allowing us to tap into specialized and intricate knowledge of local markets. This expertise enables us to effectively tailor global headquarters' priorities to address the unique complexities of DEI in each specific context. 
It is important to acknowledge that finding a single solution in DEI communications that satisfies all organizational stakeholders can be challenging regardless of the country of operation. A recent situation involving LGBTQ+ merchandise at Target stores in the U.S. serves as an example: some individuals advocated for keeping all the merchandise available for sale, while others insisted on removing it entirely from the shelves. Balancing organizational values while also aligning with diverse stakeholder perspectives can present complexities. 
Oftentimes, decisions surrounding DEI communications won’t be easy to make. Nonetheless, if organizations stay true to their values and conduct operations in a conscientious way, then they’re setting themselves up for success. 
Moreover, the most significant risk lies in disregarding DEI practices. Companies that fail to engage in DEI initiatives or execute them effectively run the risk of alienating both their internal team members and external stakeholders. In today's environment, it is crucial to allocate resources and budget to ensure the successful integration of DEI practices within an organization. DEI should not be an afterthought but rather a strategically planned and implemented initiative, on par with any other critical business endeavor. 
Our vision at Ruder Finn Asia is to create a world where DEI is embraced by all companies, and we are committed to achieving this through our customized DEI solutions. We encourage you to learn more about our new [**Diversity Communications Practice**](https://rfi.asia/diversity-communications-practice/). 
This article was originally published online in [**Reputation Today**](https://reputationtoday.in/the-global-complexities-of-dei-communications/).

Understand the complexities of DEI communications on a global scale and how Ruder Finn Asia addresses these challenges. 

Navigating DEI Communications Globally | Ruder Finn Asia

medium_DEI.jpg

small_DEI.jpg

thumbnail_DEI.jpg

DEI.jpg

The Global Complexities of DEI Communications

large_DEI-Strategy-Development_Content.png

medium_DEI-Strategy-Development_Content.png

small_DEI-Strategy-Development_Content.png

thumbnail_DEI-Strategy-Development_Content.png

DEI-Strategy-Development_Content.png

**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 

medium_DEI-Strategy-Development.jpg

small_DEI-Strategy-Development.jpg

thumbnail_DEI-Strategy-Development.jpg

DEI-Strategy-Development.jpg

Introducing Ruder Finn Asia's Diversity Communications Practice

large_GenZ_content.png

medium_GenZ_content.png

small_GenZ_content.png

thumbnail_GenZ_content.png

GenZ_content.png

Generation Z, technically defined as those born between 1997-2012, will soon make up the greatest percentage of those in the workforce. Working successfully with Gen Z’s and utilizing their strengths will become a key part of successful communications consultancies.
Nonetheless, there are concerns regarding their arrival in the communications workplace. I wonder where this misjudgment came from. Why should a generation widely known for being creative thinkers, problem solvers and digital natives worry us? 
Is it simply due to the fact that we’re resistant to change? Or could it be the age-old fear of the unknown? Regardless, Gen Z will play an increasingly larger role in communications consultancies as time goes on, so we should accept that the sooner we adapt to the new reality, the sooner we will be able to learn about our changing workspace dynamics.
**Ideas can come from anywhere, not just from the bosses**
Gone are the days when fresh young consultants only looked up to their bosses to learn the ways of the world. Now we look both ways. Considering the concept of reverse mentoring, the older generations, need to accept that they have a lot to learn from Gen Zers.
**It is also okay to say ‘NO’**
Before we enthusiastically nodded at everything thrown our way at work or at home, even when we were mentally exhausted. But, as young minds have shown us, we must chalk out our boundaries when it comes to valuing our mental health. 
**When you are happy first, you can make the world a happier place**
And that brings me to the next lesson the Gen Zers have taught us – the importance of self-care. While we were taught that life is all about getting that corner office and that promotion at any cost, they have taught us that work-life balance is of utmost importance. Rethinking what our institutions can offer to us, their employees, in return for greater efficiency, hard work and new ideas, has reshaped organisations for the better.
**‘I’ in ‘Our’ makes ‘Us’ Succeed**
The allure of this generation is that they have taught us that our uniqueness makes collaboration much more effective. An idea, I must confess, was previously shrouded by rivalry; which often resulted in an unhealthy or unproductive working environment.

**Transparency is the way forward**
These communicators are an outspoken generation. They are willing to share, and so should we. This leads to greater transparency and efficiency at work. 
As Gen Zers enter the communications field, engaging with them may seem daunting. However, if we want to succeed, it is imperative that we come to terms with their values and with them. With the world evolving at a fast pace, there is no escaping the fact that we need to change too. The bigger question is, will we be ready to accept what we need for that change?

Sample test PDF.pdf

Explore how Gen Z is reshaping communications and what we can learn from this tech-savvy group at Ruder Finn Asia. 

DISCOVER THE LATEST INSIGHTS FROM RUDER FINN ASIA

DISCOVER THE LATEST INSIGHTS FROM RUDER FINN ASIA

Ruder Finn Brings on OpenAI Pioneer Zack Kass to Chair New AI Advisory Council

How APAC brands can enhance reputation and resilience in times of climate change crisis

Ruder Finn Celebrates 75th Anniversary Year with 100 New Wins Year to Date

The Global Complexities of DEI Communications

Introducing Ruder Finn Asia's Diversity Communications Practice

Working with Gen Z in Communications: What Can We Learn from One Another

DISCOVER THE LATEST INSIGHTS
FROM RUDER FINN ASIA

DISCOVER THE LATEST INSIGHTS
FROM RUDER FINN ASIA