New York-based independent PR giant Ruder Finn has unveiled Bloom Tech, a new specialist integrated communications offering that will focus on the Internet of Things market segment.
Billed as one of the industry’s first “transmedia" agencies, Bloom Tech will specialize in using digital technologies to tell personalized stories in a fragmented media landscape. The agency will exist as part of its new incubator unit Bloom, which focuses on the technology and health sectors.
The agency said the unit would set new approaches to the practice of transmedia storytelling, using new technologies and analytical tools across a variety of media formats, including film and video, virtual reality, comics, print, mobile, web content, music, games and location-based marketing.
Ruder Finn in a statement said Bloom Tech has already signed several clients “across multiple sectors.”
To lead the new technology offering, the agency has brought on transmedia marketing pro Katja Schroeder, a former Ruder Finn executive who returns to the agency to serve as Bloom Technology managing director.
Schroeder previously ran her own integrated communication consultancy, Expedition PR, which she founded in 2009 and served as president. Prior to that she was director at Burson-Marsteller, and was previously stationed with Ruder Finn, first serving as VP of the agency’s Asia offices before becoming senior VP of Ruder Finn Public Relations, Inc.
Ruder Finn chief innovation officer Michael Schubert referred to Schroeder as “a fantastic operator with a strong track record in guiding global businesses through the rapidly evolving digital marketplace,” and said her return to the agency “reflects our dedication to incubating ideas that overcome conventional communications boundaries.”
Ruder Finn is currently ranked the fifth-largest PR firm in the U.S., with $74 million in 2015 fees, according to O’Dwyer’s ranking of PR firms.
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