Alterian hands Ruder Finn UK its Digital Communications Programme

March 2, 2009

Ruder Finn UK has won an account working with Alterian on a social media programme designed to increase the company’s dialogue with digital agencies and widen Alterian’s own digital footprint.

Bristol-based Alterian is an award-winning integrated marketing platform provider that in 2008 acquired a Web Content Management firm, Mediasurface. This change and increase in services offered has required a change of strategy in its communications programme. In discussions with Ruder Finn a principal objective for 2009 was to reach out to more digital agencies to increase awareness of Alterian and its services.

“Traditional PR is still very important to Alterian but we also recognise the need to explore other channels of communication to best engage with our customers, partners and prospects,” said Karen Gibbons, global PR & corporate marketing manager, Alterian.

“Ruder Finn has developed comprehensive expertise through their corporate presence in social media and is already deeply engaged in blogging and other social media. This made it far easier for us to trust and implement their programme for Alterian. We look forward to expanding our digital footprint in 2009.”

Alterian’s VP WCM Product Strategy, Ian Truscott, commented recently in response to an online article about agencies needing to demonstrate digital prowess before being able to recommend strategies to clients: “Ruder Finn is driving our digital communications programme. They are doing a great job of helping us with internal training and adoption of the social web.”

The account team of four will be headed up by Becky McMichael, head of the corporate and technology division at Ruder Finn and will include blogger outreach, twitter and social media activity and the set up and management of Alterian’s own corporate blog, this is marketing.

The programme will run concurrently with an existing traditional PR programme already managed by Ruder Finn.

“Ruder Finn has a strong heritage in traditional technology PR but as an agency we have a passion for communicating in the digital space,” said Becky McMichael. “Growing our digital communications practice is a particular focus for us this year and we are relishing the opportunity to get Alterian more involved in social media and reaching new audiences in a different way.”

 

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