NEW YORK—Ruder Finn is creating an integrated communications offering targeting the high-growth technology industry and has hired Sabrina Guttman in the newly created role of global head of technology and innovation, to lead the practice, reporting to Co-CEO Kathy Bloomgarden.
The new offering will help companies in the technology industry develop stories and disseminate them through traditional, digital and social media. Guttman will oversee technology business in all regions, including the firm’s footprint in Asia. She will be based in San Francisco, California.
Most recently, Guttman was general manager of AxiCom North America, focused on the Dell account.
Prior to joining AxiCom, Guttman was VP of communications at Business Objects, where she led the communications around SAP’s acquisition of the company. Previously she was at Burson-Marsteller, where she managed the HP Technology Solutions business. She was also a key member of the communications team at both Sun Microsystems and IBM during transformative times in each company’s history.
Guttman will be supported by the technology heads across Ruder Finn's global network, including leaders in the UK and Asia-Pacific regions.
NEW YORK—Scott Schneider, head of RFI Studios, Ruder Finn's digital communications operation, will assume the additional role of global chief digital officer of Ruder Finn. Schneider will continue to run RFI Studios and will additionally coordinate and grow the agency's digital offerings across Ruder Finn's global footprint, concentrating on Asia, Europe and the US.
For over a decade, Schneider has been an executive vice president at Ruder Finn and managing director of RFI Studios, which consists of 45 dedicated technical, creative and strategic professionals.
"Regardless of sector or geography, every client today needs to be thinking about how to engage directly with its stakeholder base," says Michael Schubert, Ruder Finn's chief innovation officer. "User intent is the new demographic, and leveraging current and emerging digital technologies to engage meaningful interaction is key to unlocking opportunity for today's businesses and brands."
In addition to the RFI Studios team in New York, Schneider will be leading more than 70 digital innovators with diverse capabilities to unify emerging media, search engine optimization and social media offerings.