Press

PM360: Trendsetters: Up Close with Hari Mahadevan

By Jon Brulloths

Hari Mahadevan, PhD, is the Executive Officer, Consulting Services and Healthcare, for Rosetta. He has over 20 years of leadership experience across virtually the entire pharmaceutical business system, including: commercialization, process/clinical development, manufacturing, marketing, and high-level corporate business unit strategy. Dr. Mahadevan also serves on the faculty of the Wharton School of Business at the University of Pennsylvania, where he designed and teaches a class on Healthcare Marketing to second- year MBA students.

PM360: What are the main challenges CMOs and marketers are currently facing in pharma?

HARI MAHADEVAN: I’d say that there are three major challenges/opportunities facing us. First is the accelerating marriage of technology with marketing. Today’s marketer must be familiar with multi-faceted technology and how to leverage technology as an aspect of product marketing. Traditionally, Marketing and IT have been two separate business units operating with limited intercommunication, each having a very different focus. Today’s successful marketer is technologically savvy and knows that Marketing is much more than creating marketing materials and relying on the pharmaceutical field force to market to healthcare professionals.

The second important challenge is the need to broaden and strengthen non-personal promotion or multichannel marketing. Our connected world’s marketing vectors have changed! While there are more ways to reach consumers, it’s never been more difficult to connect with them. Marketers need to understand how to cultivate non-traditional messaging modes and invest in the development of multiple new messaging modalities to enable this connection. The successful marketer will be one who researches and strategizes on how best to extend the “non-traditional” still further into uncharted territories.

The third is an ever-present challenge: Marketers must successfully navigate the regulatory environment and, at the same time, implement and leverage new technology. Regulatory impacts everything else and, at this point, regulatory agencies themselves are still learning and refining their understanding of the technologies and of the technologies’ implications on the need for further regulatory guidance.

What is the current state of digital marketing, and how is it changing?

Digital marketing’s potential has increased dramatically, due to both changes in the available channels, and the technological approaches that marketers now either want to leverage, are leveraging, or are trying to figure out how best to leverage. It’s not just about creating a website anymore. We encounter frequent use of the terms “social” and “mobile,” etc., with the intimation that they’re separate —but they’re all part of the new “connected-world marketing.” People desire specific, relevant information as soon as the need arises for them. This is a wholly new technology-enabled need and expectation that a marketer has to adapt to. Rosetta sees this as a connectedness across stakeholders and channels, which encompasses all of digital marketing. This makes “web- based,” “CRM,” “mobile-based,” and “e-marketing” all one-and-the-same.

How does a digital agency differ from the traditional agency model?

The traditional agency model seeks to integrate disparate networked capabilities in service of the client or for the benefit of the brand. It requires you to integrate across different cultures, different entities, often across misaligned P&Ls, potentially across multiple geographies—all of which has the potential to create a significant “not invented here” syndrome.

Beyond the lesser efficiency and higher client cost, my issue with that model is how to meet the client’s marketing requisites in the now much more coherent and connected digital world I described earlier. We feel that our digital agency model—one agency, one P&L, and one approach—brings these multiple required capabilities together to deliver truly successful integrated, all-in-one marketing.

What skill set does today’s agency need to have?

First, any agency must have the ability to help set strategy, whether that’s on the basis of insights into differentiated customers, or of really under- standing the marketplace, a brand’s positioning within a competitive context, and ultimately the brand position in that marketplace.

Next, agencies need to take that level of in-depth, differentiated market insight and convert that into a compelling set of multi-channel, multi- stakeholder targeted creative, initiative, design, and execution. Some people may discount these as “shiny objects,” but these are the shiny objects that matter—objects developed on the basis of real and meaningful customer and market insight.

Third, an agency must be able to link all of the above with back-end technologies, in a sensible and efficient manner, to drive business impact.

The last requirement is one of measurability. Development through to final implementation has been successful: Now, one needs to ask questions. What parts are working, which are not, and which need to be tweaked? Why is it working?

What does all of this change mean for both traditional and digital agencies?

Evolve or die. In fact, we have an evolution program in place. We call it “Pilots, Inventors, and Builders.” Every one of us in this agency has to be a Pilot, someone who’s able to think, set visions, develop ideas, regardless of whether she’s the CEO, a sales rep, or the person writing program code for the field rep’s use as a sales tool. We each need to manage our thinking from this pilot’s perspective.

Our second evolutionary step is “Invention.” Invention can take many forms. Each of us has to ask himself, “Is what I am creating going to help differentiate my client’s brand, and in a way that will actually drive impact?”

Our final step we call “Build,” which is to create a tangible work product, a tangible work output. Build it so that it drives business impact in a marketing context. We tell our people it doesn’t matter what your role is: Seek to do all of these things, and accomplish them, because that’s what our world requires and what our clients need from us.

Does the rise in digital mean that other forms of marketing will ebb?

Differentiating digital from other forms of marketing is old-world thinking. Customers’ expectations are around the ability to reach content, to touch information, and to sate their needs when they want, on the device they choose, at the right level of detail—all “personalized” to them. Whether it’s a consumer looking for a cellphone, or a physician looking for drug-drug interaction information, the user expectation is for customized- on-demand information.

What this means to the pharma sales rep model is that it has to evolve. Sales rep and target communication will be more personalized, targeted, and has to reach the physician in ways other than just a sample drop or a “primary” detail.

Why is personalization in digital marketing so important?

Personalization is important because that’s what the customer demands. Customer expectations have changed. When you go to Amazon.com, you expect Amazon to know what you’ve purchased and to offer you useful recommendations. The latest Google search personalization is another great example. As soon as you begin typing in the search box, it starts offering results.

The mandate is to meet user information demands more easily and faster. This both stems from customer expectations and creates new expectations until it ultimately becomes a price of entry.

How are technology and digital marketing channels blurring the line between consumers, patients, and physicians, and what are the future implications?

Pharmaceutical companies generally have professional, payer, and consumer marketing as separate entities—with each channel tailored to the intended user’s depth-of-content expectations and communication mode scaled from simple to complex. Those boundaries are no longer sacrosanct. The stakeholder, for instance, a consumer, a patient, or a physician, now has the ability to access information that you may have intended for a different stakeholder.

The consistency of the client or product’s communication becomes paramount. You certainly still have significant control over something like the sales rep channel because a rep isn’t going to detail a consumer or a layperson. But that is more the exception rather than the rule.

Social media is the single best example of these fluid channel boundaries. Stakeholders who you never thought would meet are con- versing online via social media and are thereby transforming the nature of the dialogue and the information.

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Helzberg Diamonds Returns to its Roots with Social Media Relaunch of Iconic 1960s "I Am Loved" Theme

Multimedia campaign includes holiday television and social media components that celebrate the important moments in people’s lives

KANSAS CITY, MO, Nov. 29, 2010 -- Helzberg Diamonds® today reached back to the 1960s and re-polished a gem from the corporate vault that has touched millions of people over more than 40 years. The jewelers’ iconic “I Am Loved” tagline is back in a new national multimedia marketing campaign that reflects the company’s heritage as a family business sharing in the joy and love of important moments in its customers’ lives. The campaign is highlighted by two thirty-second holiday-season television ads in which real couples discuss how they fell in love with each other. The ads, directed by Douglas Sloan of iContent, begin airing nationally on Nov. 29.

Complementing the commercials is the re-launch of “I Am Loved” campaign, developed with direct and digital interactive agency Rosetta. It is Helzberg’s first social media campaign. /p>

The new “I Am Loved” website was launched this week to serve as a hub for a variety of social media components, including Twitter, Facebook, YouTube and Flickr, that give consumers multiple ways to share their stories of love and romance:

On Twitter, visitors are encouraged to tweet their own messages about love using the designated #hashtag (#iamloved). Helzberg will showcase a “real time” feed of these tweets on the “I Am Loved” website. The company also hosts regular “Question of the Week” contests giving away a variety of prizes.
A Facebook page invites visitors to connect with Helzberg and share messages of love.
The Helzberg YouTube channel hosts the advertising campaign’s television commercials and invites visitors to submit their own stories of love.
A “Share The Love” function allows visitors to submit their own written stories and upload accompanying videos. Helzberg will select a featured story each month to spotlight on the website. Currently featured is a heartwarming video of Olympic figure skater Dorothy Hamill discussing how a love of figure skating drove her to win an Olympic medal and how she more recently fought breast cancer. Hamill has designed a line of jewelry called “Love, Help and Hope™,” available exclusively at Helzberg. Helzberg will donate $5 from each purchase of this collection to Susan G. Komen for the Cure® with a $100,000 minimum guaranteed donation through September 30, 2011.

“Our new campaign is born from the rich history and culture of Helzberg Diamonds. “I Am Loved” is a real story from real people – Barnett and Shirley Helzberg. We are bringing that emotion to life through our efforts in order to harness those genuine feelings, as we believe everyone wants to feel loved. We want to encourage people to take a moment out of their busy lives, especially during the holiday season, and share their own stories of love,” said Beryl Raff, Chairman and CEO.

The “I Am Loved” tagline was originally conceived in 1967 by Barnett Helzberg Jr., the then thirty-something, third- generation president of Kansas City-based Helzberg Diamonds. Shirley Bush had just accepted Barnett's marriage proposal, and he felt so elated and so loved that he wanted everyone to share his emotion. He created the “I Am Loved” button to give away in stores and announced it in the Kansas City Star newspaper in November of that year. Helzberg initially ordered 50,000 buttons, but the supply was exhausted almost immediately, and the company was forced to place emergency rush orders to meet demand. Within weeks, “I Am Loved” became a national movement. An article by the New York Associated Press reported, "The latest craze is to show your affection by sending your heroes I AM LOVED® buttons. Among the notables receiving buttons were President Lyndon B. Johnson, Frank Sinatra, Joe Namath, Jose Ferrar and Sammy Davis, Jr." “I Am Loved” buttons eventually became available in 11 languages and more than 50 million have been distributed. Buttons remain available for free at Helzberg Diamond stores and is now being brought online through www.iamloved.com.

About Helzberg Diamonds

Helzberg Diamonds®, a retail and online jewelry store focused on customer service, was founded in 1915 and has over 230 stores nationwide, featuring a wide selection of fine jewelry, including diamond engagement rings and wedding rings, precious gems and watches. Helzberg Diamonds takes pride in its history of offering exceptional value, exclusive designs and timeless jewelry. Helzberg Diamonds is based in North Kansas City, Mo., and is part of the Berkshire Hathaway, Inc. (NYSE symbol BRK/B) family of companies. For the locations nearest you, call 1-800-HELZBERG (800-435-9237) or visit http://www.helzberg.com.

iMedia Connection: How Google Instant can destroy your brand's reputation

By Paul Elliott, Rosetta Partner

Article Highlights:

Google Instant's list of suggested search variations can include keyword phrases with terms like recall, scam, and fraudM
Contact owners of related, brand-favorable search results to get help improving search engine performance and visibility
Identify any and all violations or unethical online behavior

Online reputation management – the science of monitoring and protecting a brand's credibility and name in the online world – just got more difficult. The introduction of Google Instant has brought many brands' reputation issues to the forefront of visibility.

Until Instant's introduction, it was relatively easy to sweep reputation issues under the digital rug by pushing them to a point of limited visibility -- "below the fold" of the search results page, or even back to the second page.

But, that has all changed. With Google Instant, search results and suggestions continually update as Google attempts to predict queries from the very first character entered into the search box. Regularly included in the list of suggested search variations are now keyword phrases that include terms like recall, scam, and fraud. As shown below, the dirty laundry of leading and emerging brands such as Slim Fast, BP, CheapTickets.com, and Magic Jack is now front and center for all to see.

Slim Fast Google Instant Results

In these instances, Google Instant is undoubtedly contributing to a negative brand impression and could substantially reduce click-through rates for the affected brands. In order to correct (or ideally prevent) this type of brand damage from occurring, there are a number of key activities that brand owners and marketers can undertake.

Follow SEO best practices and ensure that site content, meta tags, page titles, and alt tags are all properly optimized to improve the messaging and search engine placement pages under the brand's control.
Contact owners of related, brand-favorable search results to request slight onsite SEO modifications to help improve search engine performance and visibility (i.e., job sites, local directories, chambers of commerce, etc.
Begin aggressive link popularity development efforts to increase the number of high-quality incoming links that are directed to brand-controlled sites.
Begin ongoing generation, promotion, and publicity universal search assets, including: news, press releases, images, video, local listings, and sponsored content (used in syndication and content barter).
Identify any and all violations or unethical online behavior from "disgruntled sites" for review with representatives from the engines and in-linking sites as possible reasons for search engine penalties or black listings.

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Agency Spy: Rosetta Named Interactive AOR for Valvoline

Princeton, NJ-based shop Rosetta has been appointed as Valvoline’s interactive agency of record, as obviously mentioned in the head. The oil changing brand’s total account was worth a cool $10 million a few years back, and with this digital portion, Rosetta will provide interactive strategy, creative services, SEO, technology development, CRM/loyalty, social media, online reputation management and analytics. We’ve been told by sources familiar with the matter that nine agencies competed to replace Critical Mass on the digital biz, including Cincinnati-based Barefoot Proximity.

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Valvoline Selects Rosetta as Interactive Agency of Record

Princeton, NJ, November 18, 2010 – Rosetta, the nation's largest independent digital and direct interactive agency, announced today that it has been selected by Valvoline as its interactive Agency of Record.

Rosetta will provide Valvoline a broad range of services, including: interactive strategy, creative services, SEO, technology development, CRM/loyalty, social media, online reputation management and analytics.

"We are very excited that Valvoline has engaged Rosetta as their interactive marketing partner. We look forward to helping them further build out their interactive capabilities and deliver more business impact through the channel," said Rosetta Partner Paul Elliott.

About Rosetta

Rosetta is the largest independent interactive agency in the US and is ranked by AdAge among the top ten overall. Engineered for the connected world, Rosetta was founded in 1998 to pilot brands through an ever-changing marketing landscape and drive measurable business impact. Rosetta enables brands to transform their marketing through the discovery of unique insights about their best consumers' wants and needs and then translating those insights into more personally relevant experiences enabled by technology across all touch points and over time. Rosetta recently acquired LEVEL Studios, a leader in combining content, platforms and devices to create engaging total user experiences.

The combination of a patented approach to market segmentation; technological depth across platforms and devices; world class creative, design and user experience capability; scale and integrated structure; and deep vertical industry expertise have attracted many of the nation's leading brands to Rosetta. The agency's clients include Allergan, Blue Cross Blue Shield, Bristol Myers Squibb, Johnson & Johnson and Novartis in Healthcare; Coach, Express, Jos. A. Bank, OfficeMax and Valvoline in the Retail sector; Citizens, M&T and Nationwide in Financial Services; Marriott in Travel and Leisure; Microsoft, Rogers Communications and T-Mobile in Communications, Media and Technology; and MSC Direct, Wirtz Beverage Group and Lincoln Electric in B2B.

Rosetta is headquartered in Princeton, NJ, with additional offices in New York, Cleveland, Denver, Boston, Chicago and Toronto. The addition of LEVEL Studios, a Rosetta Company, adds west coast presence to Rosetta's footprint with offices in Los Angeles, San Luis Obispo and San Jose.

For more information, visit Retail sector.

Rosetta & Pirelli Kick Off Interactive Marketing Efforts at SEMA Show 2010

Princeton, NJ, November 3, 2010 — Pirelli Tire North America representatives will be testing a new electronic platform at the 2010 SEMA Show in Las Vegas this week with a novel lead generation tool that was designed by Rosetta, the nation's largest independent digital and direct interactive agency.

Pirelli representatives will collect contact information with iPads amongst the more than 100,000 industry leaders expected to attend the nation's largest automotive specialty products event. The platform and e-commerce strategy strategy were designed to help Pirelli build, store and organize contact information of new and potential customers by signing them up for special offers, announcements and promotions from Pirelli and its partners.

"Rosetta's Mobile Development Team has delivered a premier touch technology tool that allows us to reach new customers and connect with them like never before," said Tom Gravalos, Vice President of Marketing, Motorsports and OE Sales of Pirelli Tire North America.

"This project reflects Rosetta's focus on transforming marketing through the discovery of unique insights about our clients' best consumers' wants and needs and then translating those insights into more personally relevant experiences enabled by technology across all touch points and over time," said Paul Elliott, Partner at Rosetta.

Rosetta was named Interactive Agency of Record by Pirelli Tire North America in April.

About Rosetta

For more information, visit www.rosetta.com.

Tire Business: Pirelli, Rosetta kick off interactive marketing efforts at SEMA

LAS VEGAS (Nov. 3, 2010) — Pirelli Tire North America Inc. representatives at the 2010 Specialty Equipment Marketing Association (SEMA) Show in Las Vegas are testing an electronic platform featuring a lead generation tool designed to help the tire maker build, store and organize contact information for new and potential customers.

The product, created by Rosetta Marketing Group L.L.C., Pirelli’s interactive agency of record since April, allows the tire maker to use iPads to sign up customers for special offers, announcements and promotions from Pirelli and its partners.

“Rosetta’s Mobile Development Team has delivered a premier touch technology tool that allows us to reach new customers and connect with them like never before,” said Tom Gravalos, vice president of marketing, motorsports and OE sales for Pirelli.

Rosetta, based in Princeton, N.J., said it is the largest independent interactive agency in the U.S.

“This project reflects Rosetta’s focus on transforming marketing through the discovery of unique insights about our clients’ best consumers’ wants and needs and then translating those insights into more personally relevant experiences enabled by technology across all touch points and over time,” said Rosetta partner Paul Elliott, in a company press release.

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Internet Retailer: Hickory Farms offers a faster path to its online goodies

The retailer launches a redesigned web site and beefs up marketing for the holidays.

Visitors to the Hickory Farms Inc. e-commerce site this holiday season will be greeted with an enhanced shopping experience due to web site redesign and improved analytics. The multichannel retailer of specialty sausage, cheese and sweets also is upgrading its online advertising, search marketing and e-mail programs, says Michael Holton, vice president of brand marketing.

The first phase of Hickory Farms’ online makeover came in the beginning of October with the launch of a “refined” web site, Holton says.

“One of the things we focused on was really streamlining that user experience,” he says. “The whole idea there is how do we drive conversion but at the same time make the consumer experience more efficient, more enjoyable.”

As part of the redesign, Hickory Farms, No. 212 in the Internet Retailer Top 500 Guide, reduced the number of clicks needed to make a typical purchase from 13 a year ago to seven. “That’s a pretty drastic improvement in terms of speed of site, speed of performance,” Holton says.

The retailer also added quick-order functionality and enhanced the product information pages. “They offer quicker reads on the information and really get the consumer what they need as fast as possible,” Holton says. Hickory Farms has seen increased conversions since redesigning the site, but Holton wouldn’t give details because the launch still is in the early stages.

Working with Hickory Farms in redesigning the site and raising its online presence through improved marketing is Rosetta, a direct and digital interactive marketing agency. “We aligned with Rosetta because as we’ve taken a more consumer-focused approach in our business, we recognize that we really needed somebody that had the expertise to help us on the digital side of things in the e-commerce world,” Holton says.

Hickory Farms is using Rosetta to track consumer behavior on its site. “We’re going to be much smarter about our web site this holiday season than we ever have been before, really thanks to a lot of the analytics they’ve helped us employ,” Holton says.

In addition to the web site redesign, Rosetta is handling Hickory Farms’ search engine optimization and paid search programs. “We’re really getting much better search visibility than we’ve ever had,” he says. The provider also is handling Hickory Farms’ display advertising program and context-based marketing.

While Hickory Farms has tried to promote its presence on social networks such as Facebook, Rosetta will be expanding that effort online. “We’ll have a couple of other areas where consumers will be able to interact with us later this year on our web site and share their thoughts and traditions,” Holton says.

In addition, Rosetta is setting up a social advertising program for the retailer to help identify where consumers go online. “We’re going to go where they’re seeking out information for what are going to be the best food gifts this year,” Holton says. “We definitely want to be there as a reference point for them.”

As part of its enhanced marketing, Hickory Farms has improved its e-mail segmentation strategy. “We’ve got a pretty robust segmentation strategy—well improved over last year,” Holton says. “We want to make sure that we’re not over-messaging our consumers but at the same time, if someone needs an additional stimulus or message, we definitely want to be able to deliver that.”

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PM360 Think Tank: Web 2.0 and Health 2.0

Rosetta Managing Partner, Healthcare, Jamie Peck shares his thoughts on how Web 2.0 mirrors Health 2.0.

The deployment of online patient-centered marketing most commonly leverages the concept of Health 2.0—the recognition in medicine and marketing that, through technology, patients can effectively participate in their own care through greater understanding and insight into their conditions and potential treatments.

Web 2.0 and Health 2.0
Strategically, it is critical that marketers understand how closely Web 2.0 is mirroring Health 2.0. Web 2.0 (and beyond) is constantly evolving through channels like RSS feeds, blogs, social media, and mobile marketing. The same can be said for Health 2.0, with specific condition messages and blogs, Electronic Medical Records, and even back-end telemarketing support. Effective marketers are facile in all aspects and channels and able to deploy the right message through the right channel at the right time.

Not all conditions lend themselves to the utilization of these resources, however, and it isn’t as simple as yes or no. Consider that nearly 100 million people last year went online to find health information. It’s fair to say that there is a continuum of therapeutic areas that allows for the successful use of online strategies from a marketing perspective. For example, acute care conditions, without the time for consideration of multiple options, probably fall at one end of the axis, while conditions in cardiovascular, allergy, asthma, and even oncology lend themselves to the type of patient-physician interaction that online support programs can provide.

There are as many ways to measure success in online patient marketing as there are channels to reach the patient. In addition to driving market share for our clients, patients need to feel that an appropriate value exchange has taken place and that they have been helped by the information and support programs provided. Additionally, it is critical to continue to drive physician acceptance of online marketing programs. When patients and physicians are satisfied, business success follows.

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DMNews: Hickory Farms picks Rosetta for direct, digital work

By Frank Washkuch
Specialty food and gift provider Hickory Farms has selected direct and digital marketing agency Rosetta for a range of work.

Rosetta will conduct e-mail and search engine marketing for Hickory Farms, and work with the brand on digital and social media strategy.

“They are a well-renowned company, and we felt very strongly about their capabilities,” said Mark Rodriguez, president and CEO of Hickory Farms, who declined to comment on other aspects of the process. “They are working hand-in-hand with the company and its leadership to make sure they have a very strong holiday season.”

A Rosetta representative could not be immediately reached for comment. It was not clear whether there was an incumbent agency on the account.

Maumee, OH-based Hickory Farms has reportedly worked with branding agency Woods, Witt, Dealy & Sons and packaging and point-of-sale agency Tailford Mitchell in recent years to reinvigorate its brand, which saw sales slip 30% from 2005 to 2008.

Hickory Farms® Selects Rosetta as Direct and Digital Media Partner

Princeton, NJ, October 27, 2010 — Rosetta, the nation's largest independent direct and digital interactive agency, announced today that it has been selected by Hickory Farms® as a direct and digital media partner.

Rosetta will provide Hickory Farms a broad range of services, including digital strategy, social media strategy, search engine marketing and email campaigns.

"We selected Rosetta because of their deep understanding of our business and their demonstrated ability to think strategically, develop big ideas and leverage insights to deliver personalized marketing that drives business results," said Mark S. Rodriguez, President and CEO of Hickory Farms, Inc.

"We are delighted to work with Hickory Farms. We look forward to helping them enhance their connections with current customers and expanding their reach through interactive channels," said Joe Shuster, Associate Partner at Rosetta.

About Rosetta

Rosetta is the largest independent interactive agency in the US and is ranked by AdAge among the top ten digital agencies in the country. Engineered for the connected world, Rosetta was founded in 1998 to pilot brands through an ever-changing marketing landscape and drive measurable business impact. Rosetta enables brands to transform their marketing through the discovery of unique insights about their best consumers' wants and needs and then connecting with them in the most innovative and personally relevant way across all touch points and over time. Rosetta recently acquired LEVEL Studios, a leading developer of total user experiences.

Rosetta is headquartered in Princeton, NJ, with additional offices in New York, Cleveland, Denver, Boston, Chicago and Toronto. The acquisition of LEVEL adds offices in Los Angeles, San Luis Obispo and San Jose, CA, to Rosetta's footprint.

For more information, visit http://www.rosetta.com.

About Hickory Farms

Hickory Farms is a leading provider of specialty foods and specialty food gifts. A focus on personalized service has kept Hickory Farms products popular on gift lists since 1951. Millions of North American customers choose Hickory Farms' savory sausages, favorite cheeses and other gourmet goods for their loved ones each holiday season. The company's signature products and eco-friendly gift boxes can be found online, in catalogs, in leading supermarkets and in retail shopping centers throughout the holiday season.

For more information, please visit http://www.hickoryfarms.com.

Crain's New York Business: Executive Moves, John Baglivo

Rosetta: John Baglivo, 49, has joined the digital and direct interactive agency as senior vice president of brand marketing, a newly created position. Most recently, he was a consultant for Rosetta. He continues as an adjunct lecturer in the integrated marketing communications program at the Medill School at Northwestern University.

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John Baglivo Joins Rosetta as Senior Vice President of Brand Marketing

Princeton, NJ, Oct. 20, 2010 – John Baglivo has joined Rosetta, the nation’s largest independent digital and direct interactive agency, as Senior Vice President of Brand Marketing, a new position.

Baglivo will be responsible for leading and managing all aspects of Rosetta’s marketing and will report directly to CEO Chris Kuenne.

“We are excited to have a marketing pro of John’s caliber join our team,” Kuenne said. “He brings to Rosetta solid, blue-chip brand marketing skills and experience with leading global CPG brands, as well as agency and professional services marketing experience. He is an ideal addition to our executive leadership team and we look forward to his contributions.”

Baglivo said, “Rosetta’s focus on driving measurable impact by transforming how its clients’ go to market and its ability to deliver on that promise by integrating strategic insights, ideas and programs and technology to deliver a more personally relevant total customer experience attracted me to the agency. I am looking forward to bringing that message to life internally and externally, driving awareness and consideration among our target markets, and contributing to Rosetta’s continued dynamic growth.”

Baglivo’s experience ranges from positioning entrepreneurial start-ups to leading global marketing strategy for powerhouse brands. He has served in various senior marketing capacities at ACNielsen, where he was Vice President, Strategy from 2002 to 2004, to The Coca-Cola Company where he led global brand strategy for several products from 1997 to 1999, to Kraft Foods, where he held various domestic and international marketing positions from 1989 to 1997.

In addition to his senior marketing roles, Baglivo was a director of Prophet, a brand strategy consulting firm, and also served as SVP of Strategy for Dig Communications where he helped to scale the firm and provided brand and marketing strategy advice to companies ranging from the Fortune 100 to technology start-ups.

Most recently, Baglivo was a consultant, and in that capacity, worked with Rosetta to help the rapidly growing interactive company to evolve the firm’s positioning to better align with enhanced capabilities and growth. Under Baglivo’s leadership, the agency’s new brand positioning was launched last month.

John is also an Adjunct Lecturer in the Integrated Marketing Communications Program at The Medill School at Northwestern University.

He holds an MBA from Northwestern University’s Kellogg School of Management and a BS with Highest Honors from Rutgers University. Baglivo will be based in Chicago.

About Rosetta
Rosetta is the largest independent interactive agency in the US and is ranked by AdAge among the top ten digital agencies in the country. Engineered for the connected world, Rosetta was founded in 1998 to pilot brands through an ever-changing marketing landscape and drive measurable business impact. Rosetta enables brands to transform their marketing through the discovery of unique insights about their best consumers’ wants and needs and then connecting with them in the most innovative and personally relevant way across all touch points and over time. Rosetta recently acquired LEVEL Studios, a leading developer of total user experiences.

The combination of a patented approach to segmentation; technological depth across platforms and devices; world class creative, design and user experience capability; scale and integrated structure; and deep vertical industry expertise have attracted many of the nation’s leading brands to Rosetta. The agency’s clients include Allergan, Blue Cross Blue Shield, Bristol Myers Squibb, Johnson & Johnson, and Novartis in Healthcare; Coach, Express, Jos. A. Bank, OfficeMax and Valvoline in the Retail sector; Citizens, M&T, and Nationwide in Financial Services; Marriott in Travel and Leisure and Microsoft, Rogers Communications and T-Mobile in Communications, Media and Technology; and MSC Direct, Wirtz Beverage and Lincoln Electric in B2B.

For more information, visit http://www.rosetta.com.