Ruder Finn Expands Digital Integration Group with New Leadership Hires

In a significant move aimed at bolstering its capabilities in social media and influencer marketing, Ruder Finn has welcomed two seasoned professionals to its Digital Integration Group (RF DIG). The agency, a leader in global communications and integrated marketing since 1948, has appointed Sara Record as Senior Vice President and Annie Highfield as Group Vice President of Social Influencer Strategy. Both leaders bring extensive experience and knowledge, poised to enhance the agency's offerings in a rapidly evolving digital landscape.

A Strategic Addition to Ruder Finn

Sara Record, with over 15 years of expertise in influencer marketing, joins Ruder Finn from a background rich in strategic initiatives across various sectors, particularly in healthcare. Known for her ability to engage with diverse audiences through data-driven storytelling, Record's depth in developing influencer collaborations will serve to strengthen Ruder Finn's position in the market. As she stated, "I believe in the power of authentic storytelling—paired with data and audience insights—to create content that truly connects." Her role involves providing senior-level strategic advice across a variety of accounts, with a focus on integrating influencer partnerships in industries with stringent regulations, such as pharmaceuticals and medical devices.

Annie Highfield complements this expertise with over 13 years in marketing and a successful track record in brand strategy within the food, beverage, and consumer packaged goods sectors. Having recently led social and influencer marketing efforts for KFC in the U.S., Highfield brings a culturally relevant perspective to the team. She reflects on her enthusiasm for joining Ruder Finn, emphasizing the opportunity to collaborate with a talented team to craft impactful, data-informed social strategies that transcend conventional marketing approaches.

Vision for the Future

Both new executives will report to Eric Petersen, Ruder Finn's Executive Vice President and Head of Digital. Petersen, who joined the agency in late 2024, expressed his excitement regarding this expansion of the Digital Integration Group. He remarked, "I'm thrilled to welcome both Sara and Annie to the Digital Integration Group at Ruder Finn. Their insights will help us further integrate social and influencer-centric activations and campaigns across our U.S. client base." This statement underscores the company's commitment to adapt and thrive in the changing landscape of consumer behavior, particularly as brands increasingly prioritize social strategies in their outreach efforts.

With Record's and Highfield's arrival, Ruder Finn is set to navigate the complexities of modern digital engagement. Their combined expertise not only enhances the agency's service offering but positions Ruder Finn as a forward-thinking leader in an industry that demands innovation and adaptability.

Ruder Finn: A Legacy of Excellence

Founded over 75 years ago, Ruder Finn has consistently redefined its approach to public relations and marketing, focusing on creating communications that drive impactful changes. The agency's diverse service areas, ranging from healthcare and technology to consumer brand leadership, allow it to deliver tailored strategies that meet the unique needs of its clients. Ruder Finn is committed to integrating newer technologies and insights into their strategies, a fact that is evident in the establishment of their tech incubator, RF TechLab, and the AI-powered RF Studio53 creative hub.

Conclusion

As Ruder Finn welcomes Sara Record and Annie Highfield, the agency is poised to enhance its social media and influencer strategy services further. This integration is not just about filling roles; it represents a strategic shift towards understanding and influencing consumer’s digital behavior in an interconnected world. With a strong focus on authentic engagement, the agency aims to redefine how brands communicate and resonate with their audiences.