Diana Marszalek 09 May 2022 // 9:18AM GMT
NEW YORK — Ruder Finn has acquired Arlington, Virginia multicultural agency Comunicad as a means of bolstering the firm’s ability to reach Hispanic audiences.
Comunicad brings expertise in service-driven, social-impact, public affairs and community programs that leverage multimedia digital content to reach the Hispanic community. The firm's work include connecting brands with Hispanic consumers and addressing the needs of underserved communities.
Comunicad has relationships with corporate clients and more than 500 non-profits representing cultures and influencers across the US, Puerto Rico, Latin America and Europe. Over the years, Comunicad has worked with companies such as Ford, AARP, Molson Coors, DAV (Disabled American Veterans) and Verizon.
Comunicad’s team brings more than 30 years of experience in the industry and represents Latino nationalities including Mexican, Cuban, Peruvian, Honduran and Puerto Rican.
"We are delighted to bring our multicultural insight to Ruder Finn, one of the leading global public relations and communications firm,” said Comunicad CEO Gloria Rodriguez (pictured). “The joint venture with Ruder Finn will expand Comunicad’s reach to continue being at the forefront of Hispanic communications, grassroots outreach, and community empowerment.
“We bring to Ruder Finn a vast and comprehensive understanding of the values and cultural norms of our diverse communities. Our mastery of Hispanic cultural intelligence recognizes shifts in the market that leverage cultural differences, which are essential for client success. We look forward to expanding the implementation of DE&I strategies in a growing and dynamic market, at a time when, as Latinos, we are embracing our multiracial roots and leveraging our economic power to amplify our significant cultural contributions,” she said.
Comunicad is Ruder Finn’s second acquisition this year. In April, the agency acquired Peppercomm, the change communications-focused firm established by Steve Cody in 1995. That deal added Peppercomm's $9m in 2021 revenues and 29 staffers across New York, San Francisco and London to Ruder Finn's global footprint.
The acquisition is the latest in a series of recent deals by Ruder Finn to build on its capabilities in healthcare, technology, creative and change management. Other acquisitions include UK-based health tech firm Mantis (2021), creative and production studio Osmosis Films (2020), healthcare agency Jacobstahl (2020), change management and internal communications agency SPI Group (2019), and digital marketing firm RLA Collective (2018).
The recent acquisitions follow three consecutive years of sustained revenue growth for Ruder Finn, with 28% growth in 2021 and growth of more than 45% since the beginning of the pandemic in 2020. Ruder Finn reported global revenue of $112m for 2021.