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Fender® Hires Ruder Finn for Digital Communications in China


Fender Musical Instruments Corporation, the world’s foremost manufacturer of guitars, basses, amplifiers and related equipment, has appointed Ruder Finn Innovation Studios (RFI) to manage all of Fender’s Chinese social media platforms, as well as provide digital communication strategies and creative campaigns to increase Fender’s brand awareness in China, targeting musicians and music fans alike.

Having a strong presence in China will allow Fender to build deep connections with local artists, engage with music education initiatives and support the Chinese music community. Fender products are already beloved by musicians all across China, but the brand wants to take engagement with its players and fans to a new level.

Jonathan Heeter, Fender marketing manager for China said, "Fender is excited to be working with RFI in China. The team will certainly help Fender connect with fans and reach a whole new audience. We’re going to share our love of music and make sure everyone has access to the joy that making music brings. Our mission in China is to establish deep roots and be an integral part of the music culture and community. We want people to make history using their Fender musical instruments."

"This is a great win for RFI," said Elan Shou, managing director and senior vice president, Ruder Finn Asia. "We will bring creativity to Fender’s digital communications which will allow Fender customers to see, hear and feel the spirit of Fender. RFI will fully leverage the different multimedia channels to make a difference and further establish a strong awareness of the Fender brand."

China’s music scene has come a long way recently with major cities seeing a surge of bands, music events, festivals and live music venues. Users are increasingly leveraging social media platforms to engage with brands and artists, downloading and sharing content across multiple platforms. Chinese Internet users are still growing exponentially with a total number of 590 million Internet users as of end of June 2013, according to the latest Statistical Report on Internet Development in China by the China Internet Network Information Center. Among all the Internet users, those using mobile phones to access the Internet increased from 69.3 percent at the end of 2011 to 78.5 percent. Chinese Internet users spend 21.7 hours per week in average, which creates a huge opportunity for marketers.

About Fender Musical Instruments Corporation:

Fender Musical Instruments Corporation (FMIC) is one of the world’s leading musical instrument manufacturers, marketers and distributors, whose portfolio of brands includes Fender®, Squier®, Gretsch®, Jackson®, Takamine®, Guild®, EVH®, Ovation®, Charvel® and Groove Tubes®, among others. For more information, visit www.fender.com.

KMC Music, a division of FMIC, is a leading manufacturer and distributor of musical instruments, accessories and stage lighting equipment, whose brands include Gretsch® Drums, Gibraltar® Hardware, Latin Percussion®, Toca® Percussion, Sabian® cymbals and MBTTM Lighting, among others. For more information, visit www.kmcmusic.com.

About RFI Studios:

RFI Studios offers clients a unique competitive advantage; an independent, acclaimed digital shop that leverages the power of a storied global PR institution. As an independent agency, we have the economic flexibility to build a diverse team of creative individuals who contribute unique cultural experiences to an idea-lab culture.

In 1999, Ruder Finn was one of the first agencies to establish an in-house, full-service digital practice. Today, this practice has evolved into the award-winning, full service digital marketing shop, RFI Studios.

RFI is anchored in rigorous user experience research and we execute based on real-time metrics. Our technology solutions are simple and elegant and built to scale across current and emerging platforms. Our roots as an interactive build shop ensure that we adhere to processes that deliver flawless execution and client service. RFI Studios Website: www.rfistudios.com


Ruder Finn, Inc. is one of the world’s largest independent public relations agencies with dual headquarters in the U.S. and China. Founded in 1948, Ruder Finn serves the global and local communication needs of over 250 corporations, governments and non-profit organizations. The agency is organized around four strategic pillars that reflect its core areas of expertise: Health & Wellness, Corporate & Public Trust, Technology & Innovation, and Consumer Connections. Key offerings include corporate reputation and media counsel, executive thought leadership, financial communications, employee engagement and internal communications, and crisis and issues management. RFI Studios, the agency’s full-service digital practice, leads the industry in designing and developing internal collaboration platforms, building conversations and communities around brands, and staying top-of-mind in the world of mobile applications. In 2013, Ruder Finn won the gold as the Global Agency of the Year (Multinational Practice) at the Bulldog Stars of PR Awards. For more information, visit www.ruderfinn.com.

In Asia, Health & Wellness includes AbbVie, Daiichi Sankyo, Galderma, Merck Serono, and Sanofi. Corporate & Public Trust includes L’Oréal, Michelin, ABB, Boeing, Bosch, Volkswagen, CITIC Bank, Singapore EDB, Visa, Omron and Carlsberg. Life+Style includes luxury brands like Cartier and Vacheron Constantin from the Richemont Group, Givenchy and Moet Hennessy premium brands from the LVMH Group, as well as Hermès, Bang & Olufsen, Bentley, Breitling, Longchamp, Lexus, Tod’s Group, DFS Group, and the Jumeirah Group. Global Connectivity includes DHL, Emirates, Beechcraft, IEEE and Contact Singapore. Those four pillars are supported by award-winning divisions such as RFI (focusing on Interactive, Social Media and ePR), CSR, Arts & Culture and INSIGHT which provides training as well as research on trends, producing the annual China Luxury Forecast and other publications. For more information on Ruder Finn, please visit www.ruderfinn.com or www.ruderfinnasia.com, or our Chinese website http://cn.ruderfinnasia.com