Strategic corporate and brand-building firm
Amy Binder, 212-994-7600
RF|Binder believes in the power of ideas, and in helping client communicate ideas. As a result, just three years after spinning out of parent company Ruder Finn the firm finds itself working with clients in some of the most interesting and challenging issues of the day: addressing obesity and health concerns for Splenda and addressing the stigma still associated with mental illness on behalf of the Center for Reintegration.
The focus on ideas is operationalized through three commitments: a commitment to research-based planning and action, using research to understand the context in which clients operate, create messages that maximize awareness of clients and what differentiates them in the marketplace of ideas, identify and leverage third party influences, and develop strategically-appropriate programming; a holistic rather than practice-based perspective, which draws on cross-functional teams picked to match specific client needs; and a commitment to provide the attention, service and flexibility of a small firm combined with the range of services of a larger multinational agency. And while public relations is the core service, RF|Binder will use whatever techniques are needed to solve client problems, with solutions ranging from direct mail and advertising to email and sampling on street corners to transforming 40,000 employees into brand ambassadors.
The commitment to delivering a wide range of solutions was underscored by the addition of two senior counselors to the corporate and reputation management practice. Jack Morris spent 40 years as a corporate public relations executive with Citicorp and Citibank, J.P. Morgan and Morgan Guaranty Trust Company and CPC International. Joe Fisher brings a background that includes advertising, public affairs and public relations, most recently as CEO of Burson-Marsteller U.S, and senior vice president of marketing and external affairs in the credit card division of Citigroup. In addition, RF|Binder added Mark Delavan Harrop, formerly with MS&L and Ogilvy, as a senior managing director primarily to work with several professional services company clients; and former AP reporters Ann Sommerlath and Jennifer Malloy and former Good Morning America producers Kristen Goodman and Jim Furrer.
Revenues were up by about 18 percent, and the firm ended the year with fees of $12 million, with most of the increase coming in four sectors: food & beverage (with the addition of Dunkin’ Brands and expanded assignments in the wine industry with the addition of the Wines of Chile); financial services (additional assignments from Bank of America and TIAA-CREF); energy (with a major assignment from oil and gas giant Repsol VPF); and automotive (a new assignment from Bosch and expanded assignments from existing auto industry accounts). The client list includes McNeil Nutritionals, Bank of America, Eli Lilly, Ranbaxy, and EMC.
Major projects include working with Repsol YPF on financial communications surrounding the revision of its estimate of reserves; helping promote a Riesling Renaissance; and seeking to establish the Dunkin’ Donuts brand as “