Ruder Finn Atteline strengthens MENA offering with launch of rf.engage – Ruder Finn’s global internal communications and skills & capability practice

Ruder Finn Atteline, a global integrated marketing and communications consultancy and the MENA arm of the Ruder Finn group, continues to grow its suite of services in the region with the launch of rf.engage, Ruder Finn’s strategic internal communications service line, which also includes bespoke leadership training. 

Ruder Finn Atteline’s expansion of services is a response to rapid growth in internal engagement needs in the region, especially as organizations navigate ongoing challenges - the need for a robust people strategy has never been more apparent. This is in line with the agency’s parent company, with internal engagement alone now totaling more than 20% of Ruder Finn’s global client portfolio, and leadership training similarly gaining traction as organizations invest in leadership capabilities to drive business growth.  

rf.engage brings together the company’s global expertise in strategic internal communications, change management, and employee engagement, tailored to the needs of organizations across the Middle East and North Africa. In a region where the average employee engagement rate is slightly lower than the global benchmark of 23%, yet presents significant potential, the team will support businesses in strengthening workplace culture, connecting people to strategy and purpose, and driving alignment between internal and external storytelling.

rf.engage will also include bespoke, communications-led leadership training led by our insights team, focused on equipping C-Suite leaders and new leaders with the clarity, confidence, and communication intelligence required to lead in high-stakes environments. The program covers presentation mastery, executive presence, crisis navigation, digital and social media fluency, stakeholder communications, and narrative development, ensuring leaders can communicate with impact across every platform and audience.

rf.engage will deliver bespoke, multi-language, communications-led leadership programs designed for today’s high-stakes, always-on environment. Led by our insights team, these programs equip both C-suite and emerging leaders with the clarity, confidence, and communication intelligence required to lead with authority across moments that matter. The curriculum goes beyond traditional training, focusing on real-world application and influence. This includes presentation mastery, executive presence, crisis communication, digital and social fluency, stakeholder engagement, and narrative design.

The outcome will be leaders who don’t just communicate, but shape perception, drive alignment, and lead with impact across every platform and audience.

Ruder Finn Atteline’s approach combines real-world simulation, personalized coaching, and proprietary narrative frameworks to help leaders communicate effectively with credibility, influence, and strategic clarity.

Commenting on the launch, SVP Growth and rf.engage, Samar Saliba says: “We know that any company’s people are its greatest asset and that an engaged workforce equates to greater organizational success – but what organizations do to ensure they are creating a workplace filled with purpose is what keeps people feeling connected and engaged. This is what we aim to amplify through rf.engage, and we believe it will make all the difference. This becomes even more important in times of challenge, when having a clear way to communicate with teams, calmly, clearly and confidently, can define how people experience leadership and navigate change. 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 organization.” 

EVP Growth and Operations, Radhika Mehta added: “Building on over 75 years of global experience advising and coaching leaders, Ruder Finn is continually evolving its service lines to provide more integrated, end-to-end solutions that meet the increasingly complex needs of our clients. 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 needed to lead effectively, influence stakeholders, and safeguard their brand at all times.”