Blogless Ruder Finn Buys Blog Advertising

Ruder Finn is curiously promoting its interactive capabilities with ads on Valleywag, a very salty Gawker Media tech gossip blog. The ads point to a fun Mr. Picassohead game. (The screen grab below shows the ad.)

According to Todd Zeigler, only a handful of PR firms have blogs, while several more have bloggers. If I were a prospective client, I would be eager to hear from the actual talent inside a PR agency. That's what they're buying. The same goes for ad agencies. But, um, that's another story altogether. Blogs help both clients and agencies in the mating dance. So when are more agency-side marketers going to realize this?

Ads on blogs are good start, but I wish Ruder Finn would blog on their own site and join the rest of us in a real dialogue. For example, Ruder could have complemented this ad campaign with a blog on creativity - the theme of the ads.

(Disclaimer: Edelman, my employer, is cited as a blogging firm and Ruder Finn is a competitor.)

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