Ruder Finn eyes organic expansion in India and beyond

Dumont (pictured) says plans for the group’s first India office – in New Delhi – had been in place for several months and were based on the strong rates of economic growth being experienced in the country. He acknowledges that Ruder Finn is one of the last international network to take on a presence in South Asia, but says this is “an opportunity, rather than a challenge”.

“We can look at what has been achieved already; and the mistakes that have been made,” he told Campaign. “(We can) then consider a different offering and position.

“I have no worries whatsoever (about being the last in the market).”

This echoes Dumont’s philosophy regarding heavy competition in the PR markets around Asia, which could threaten to dampen each agencies expectations in the face of significant growth. “There’s always opportunity in the PR field for the good companies,” he said. “Agencies need to find the right partners, and satisfy and exceed client expectations.”

The India team, headed by former Genesis Burston-Marsteller partner Radha Roy, is working on Ruder Finn’s regional account for Lamborghini. Dumont says the India office is also taking on a number of healthcare clients on a project-by-project basis.

Asked why the group opted for building a standalone agency, rather than developing a partnership with an established local player, Dumont said building the Ruder Finn culture as its own brand would be a key part of its strategy in India.

Unlike in China, where Ruder Finn has long-held operations, Indian business is also diverse across geographies. With 100 dialects, and 14 written languages used across the nation, that certainly plays a part in the communications profession, Dumont says. As such, Ruder Finn is planning on opening a second office in Mumbai before the end of the year, with further expansion into other (not yet disclosed) cities expected after that.

But it’s not just in India that Dumont is casting his eye. Five months ago, he relocated to Singapore after 25 years in China, with the view to expanding Ruder Finn further throughout the region. He says this will be via both independent agency operations, as in Delhi, and through affiliates and partners in other “big growth” markets.

Asked to specify which markets specifically, he gives very little away – acknowledging only that Indonesia “is certainly on the radar”.

Currently, Ruder Finn has offices in Beijing, Shanghai, Guangzhou, Hong Kong, Singapore, and New Delhi.