Ruder Finn expands its digital marketing presence in Asia with Pandan Social acquisition

Ruder Finn, a global integrated communications consultancy, has announced the acquisition of Pandan Social, a boutique digital marketing agency based in Malaysia. The deal is part of Ruder Finn’s ongoing efforts to strengthen its digital and creative capabilities in the Asia-Pacific region and beyond.

Pandan Social: A digital marketing specialist with a focus on online communities

Pandan Social was founded in 2018 by Daniel Woodroof and Brandon Lee, who have extensive experience in digital marketing, social media management, content creation, web development, influencer outreach and public relations. The agency has a team of 14 digital experts who specialize in online community management and brand connectivity. Pandan Social offers a range of services to its clients, including social media marketing, media planning and buying, content creation, website development, influencer outreach and PR.

Ruder Finn expands its digital marketing presence in Asia with Pandan Social acquisition
Ruder Finn expands its digital marketing presence in Asia with Pandan Social acquisition

Pandan Social has worked with clients across various industries, such as food and beverage, hospitality, education, technology and e-commerce. Some of its notable clients include Subway, Marriott International, Prudential, HSBC and Manulife.

Ruder Finn: A global communications consultancy with a vision for innovation

Ruder Finn is one of the largest independent communications consultancies in the world, with 26 offices across North America, Europe and Asia. The agency provides strategic counsel and execution for clients across four core areas: health and wellness, corporate reputation and transformation, technology and innovation, and consumer connections.

Ruder Finn has been expanding its digital and creative offerings in recent years, through acquisitions and new initiatives. In 2020, the agency acquired Osmosis Films, a video content agency based in New York. In 2019, the agency acquired SPI Group, a healthcare internal communications agency based in New Jersey. In August 2021, the agency launched RF Studio 53, an AI creative studio that combines existing creative and tech teams from Osmosis Films and SPI Group, with Ruder Finn’s US and UK-based design and video teams, along with developers from the agency’s TechLab teams based in the US and India. In September 2021, the agency announced the launch of rf.engage, a new global centre of excellence for strategic internal communications and engagement.

Ruder Finn has also added over 100 new clients to its roster worldwide year to date, including companies across healthcare, technology, fashion and conservation. Key wins include Balenciaga, The World Wildlife Fund, Nestle Health Science, GSK and more. In Asia, the agency lists Amazon, Tencent and Subway among its portfolio.

The benefits of the acquisition for both parties

The acquisition of Pandan Social will enable Ruder Finn to enhance its digital marketing practice in Asia by integrating 14 new specialists into its digital arm—RFI Asia. RFI Asia is led by David Ko, who is also the managing director of Ruder Finn Hong Kong. RFI Asia provides digital solutions such as data analytics, social listening, SEO/SEM, e-commerce and CRM to clients across the region.

The Pandan Social team will continue to provide its existing suite of services to its clients under the Ruder Finn umbrella. The team will also benefit from the access to Ruder Finn’s global network of resources, expertise and clients.

Kathy Bloomgarden, CEO of Ruder Finn Group said: “We are thrilled to welcome the Pandan Social team into the Ruder Finn Group. Pandan Social’s expertise in crafting analytics-based strategies will be valuable to our digital marketing practice. This acquisition underscores our commitment to delivering innovative digital marketing solutions that meet our clients’ evolving needs.”

Daniel Woodroof, co-founder of Pandan Social said: “We are excited to become part of the dynamic and rapidly expanding Ruder Finn team. This partnership will empower us to amplify our expertise and deliver even more impactful digital marketing solutions to our clients.”

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