Ruder Finn Atteline has launched rf.engage, a strategic internal communications service line which includes bespoke leadership training, change management and employment engagement.
As the regional arm of the global integrated marketing and communications consultancy Ruder Finn group, the offering aims to provide a response to growing internal engagement needs in the region. The launch also aligns with the agency’s parent company as internal engagement makes up more than 20 per cent of Ruder Finn’s global client portfolio.
Furthermore, the agency claims that leadership training has gained significant traction in the region as organisations invest in leadership capabilities to drive business growth.
“We know that any company’s people are its greatest asset and that an engaged workforce equates to greater organisational success,” said Samar Saliba, SVP – Growth and rf.engage, Ruder Finn Atteline.
She explained that the key for creating a workplace filled with purpose is what keeps people feeling connected and engaged. She also emphasised the importance of robust internal communications frameworks in challenging times as having a “clear way” to communicate with teams, calmly, clearly and confidently, can define how people experience leadership and navigate change.
“This is what we aim to amplify through rf.engage, and we believe it will make all the difference,” Saliba said. “This is also just as important in the early stages of a new or growing company, whether in Saudi or the UAE –communicating clearly with your teams from the start, forms a core part of the future culture, ethos and DNA of any organisation.”
Ruder Finn Atteline claims that the region’s average employment engagement rate is slightly lower than that global benchmark of 23 per cent. Yet, this presents a significant opportunity and that’s why rf.engage aims to bring together the company’s global expertise in strategic internal communications, change management, and employee engagement, tailored to the needs of organisations across MENA. As part of the offering, the rf.engage team will support businesses in strengthening workplace culture, connecting people to strategy and purpose, and driving alignment between internal and external storytelling.
“The communications landscape is continually transforming, and rapidly; and we believe that leadership in a climate like this requires ultra-tailored, bespoke training programs to equip leaders with the strategic communication capabilities, executive presence, and decision-making confidence,” said Radhika Mehta, EVP – Growth and Operations, Ruder Finn Atteline.
As such, rf.engage will deliver bespoke, multi-language, communications-led leadership programs designed for today’s always-on environment. The agency’s insights team will lead these programmes, in an effort to equip both C-suite and emerging leaders with the clarity, confidence, and communication intelligence required to lead with authority across moments that matter.
According to Mehta, these are the skills essentially needed to lead effectively, influence stakeholders, and safeguard their brand at all times.
Through rf.engage, Ruder Finn Atteline aims to combine real-world simulation, personalised coaching, and proprietary narrative frameworks to help leaders communicate effectively with credibility, influence, and strategic clarity.
