The rf.engage launch marks Ruder Finn Atteline’s formal entry into strategic internal communications services across the Middle East and North Africa, the company said on March 30, 2026. The Dubai- and Riyadh-headquartered consultancy introduced the service line as a direct response to growing demand for structured employee engagement programs in the region.
Internal engagement now accounts for more than 20% of parent company Ruder Finn’s global client portfolio. Moreover, the MENA region’s average employee engagement rate currently sits below the global benchmark of 23%, a gap the agency said presents significant opportunity for organizations willing to invest in workforce alignment.
What rf.engage launch Brings to MENA Organizations
The rf.engage service line consolidates Ruder Finn’s global expertise in change management, employee engagement, and strategic internal communications. Specifically, the offering is tailored to organizations operating across the Middle East and North Africa. The service aims to help businesses strengthen workplace culture, connect employees to organizational strategy, and align internal and external messaging.
In addition, rf.engage includes bespoke, multi-language leadership training programs designed for high-pressure business environments. The curriculum covers presentation skills, executive presence, crisis communication, digital and social media fluency, stakeholder engagement, and narrative development.
Leadership Training Program Details
The training programs target both C-suite executives and emerging leaders. Ruder Finn Atteline’s insights team leads the programs, which use real-world simulation, personalized coaching, and proprietary narrative frameworks. The agency said the programs go beyond traditional training formats by focusing on practical application and measurable influence.
Furthermore, the programs are designed to equip leaders with the communication capabilities needed to manage high-stakes situations, including crisis scenarios. The agency said the outcome is leaders who can shape perception, drive organizational alignment, and communicate effectively across multiple platforms and audiences.
Executive Statements on the Expansion
Samar Saliba, SVP Growth and rf.engage at Ruder Finn Atteline, said the service addresses a fundamental organizational need. “We know that any company’s people are its greatest asset and that an engaged workforce equates to greater organizational success,” Saliba said. “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.”
“Communicating clearly with your teams from the start forms a core part of the future culture, ethos and DNA of any organization — whether in Saudi or the UAE.”
Samar Saliba, SVP Growth and rf.engage, Ruder Finn Atteline
Radhika Mehta, EVP Growth and Operations, said the expansion builds on more than 75 years of global experience advising and coaching leaders. “The communications landscape is continually transforming, and rapidly,” Mehta stated. “Leadership in a climate like this requires ultra-tailored training programs to equip leaders with strategic communication capabilities, executive presence, and decision-making confidence.”
“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.”
Radhika Mehta, EVP Growth and Operations, Ruder Finn Atteline
Company Background and Regional Context
Ruder Finn Atteline operates as the MENA arm of the Ruder Finn group, one of the world’s largest independent communications consultancies. The agency is dually headquartered in Riyadh and Dubai and has operated in the region for nearly a decade. Its services span strategic public relations, reputation management, and brand positioning across consumer and corporate divisions.
The agency also operates the RF Tech Lab, an analytics and emerging technology incubator that applies data science, machine learning, and artificial intelligence capabilities to business challenges. The rf.engage service line represents the agency’s latest expansion of its integrated service portfolio in the MENA market.
