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    Kieran Walsh Joins Rosetta as Partner in High-Growth Healthcare Vertical

    PRINCETON, NJ, May 10, 2012 – Rosetta, which operates as an independent brand in the Publicis Groupe of global agencies and is one of the nation's largest digital and direct interactive agencies, today announced that Kieran Walsh has joined the agency as Partner in the Healthcare Vertical. Walsh will focus on business development in partnership with Rosetta's Business Development team and lead a number of large client accounts, including Amgen, Merck and University Hospitals.

    "Kieran has a diverse skill set, with more than 20 years of multinational advertising and interactive agency leadership experience," said Healthcare Vertical Leader Shannon Hartley. "Rosetta's healthcare clients are sophisticated marketers who are seeking ways to outsmart, not outspend, their competition. Kieran's role will be to harness Rosetta's differentiated capabilities around deep professional and consumer insights and apply those insights to personalized marketing programming for his clients. Kieran makes a terrific addition to our strong existing leadership team, which has broad expertise across creative, technology, RM expertise, brand agency, digital strategy and strategy consulting."

    In 2012, Rosetta Healthcare's strategic plan includes the following key objectives: 1) to grow its accounts of record by focusing on personalized marketing with business impact; 2) drive its leadership in connected devices; 3) lead the market in providing consumer driven access to shopping for health insurance; and 4) expand its consulting services in segmentation, early commercialization of healthcare market opportunity assessment and digital strategy.

    Walsh joins Rosetta from WCG (New York), where he served as Managing Director, Healthcare. While there, he served as the senior client lead in charge of creating the digital and social media strategies for his clients. Prior to his work at WCG, Walsh held positions of increasing healthcare client leadership at Saatchi & Saatchi, Lowe Worldwide, Digitas Health and JWT.

    Walsh will be based in Rosetta's New York office and will report to Hartley.

    About Rosetta

    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Rosetta drives material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Their differentiated capabilities and structure have enabled them to become one of the market leaders, operating as an independent brand platform in the Publicis Groupe of global agencies. Rosetta is ranked by Ad Age among the top U.S. digital agencies and was named the #1 Agency to Watch in Ad Age's 2011 Agency A-List.

    Rosetta has deep industry expertise in Healthcare, Consumer Technology & Entertainment, Consumer Products & Retail, Financial Services and Business-to-Business (B2B). 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; Microsoft, Rogers Communications and T-Mobile in Consumer Technology & Entertainment; Coach, Express, Jos. A. Bank, OfficeMax, Valvoline and United States Mint in the Consumer Products & Retail sector; Citizens and Nationwide in Financial Services; and MSC Direct, Wirtz Beverage Group and Lincoln Electric in B2B.

    Rosetta is headquartered in Princeton, NJ, with additional offices in New York, Cleveland, Chicago, Toronto, San Jose, San Luis Obispo, Los Angeles and Orange County. 

    For more information, visit www.rosetta.com.

    For more information contact:
    Shade Vaughn
    Robert Marston And Associates, Inc.
    (212) 836-4232
    svaughn@marstonpr.com

    Water.org and Rosetta Launch 'Steps for Water' Mother's Day Campaign to Raise Awareness of World Water Crisis

    Interactive Initiative Leverages Social Media, Online Community and Customized App to Drive Participation in Nationwide Virtual Walk-A-Thon and Raise Funds for Women and Children Who Lack Access to Clean Water

    Princeton, NJ, May 8, 2012 –Water.org and interactive agency Rosetta are joining forces to launch an interactive Mother’s Day initiative called ‘Steps For Water’ to raise awareness for the world water crisis, which largely impacts poor women and children and takes the life of approximately 5,000 children each and every day. Beginning today, anyone interested in making a difference in the lives of women and children that lack access to clean water can connect through an online community, make a donation to Water.org at https://donate.water.org, and participate in the nationwide virtual walk-a-thon that will take place Saturday, May 12 by downloading the Steps For Water app designed to track participation and facilitate the goal of reaching one million virtual steps. The Steps For Water app is available for iPhone; BlackBerry Torch, Curve and Storm; Windows Mobile; as well as android users.

    Water.org and Rosetta began working together in late 2011 to build a program that would leverage social media to make a direct impact on the world’s water crisis and provide clean water, hope and dignity to women and children around the world. Today’s launch of ‘Steps For Water’ helps build awareness of the world water crisis through online connections and drives participation in support of the cause. With each donation, each online post, each share and each step, participants can bring help to real women and children who suffer daily because they lack access to clean water.

    Rosetta created a centralized online hub (www.commonthirst.com) that provides background information on the water crisis, encourages site visitors to participate in the virtual walk-a-thon on May 12th, and enables participants to download the customized app that will track each individual’s steps and progress on race day. The app can be downloaded at http://www.commonthirst.com/stepsforwater/. Participants will also be able to visit commonthirst.com to check-in on progress against the 1,000,000 step goal by viewing the step counter, leader board and a gallery of user-submitted pictures.

    When the goal of one million collective steps in the walk-a-thon is met, Rosetta will make a donation of $10,000 to Water.org.

    To cultivate the shared online community and encourage participants from across the country to interact with each other, Rosetta also created a “Steps For Water” community fan page on Facebook (facebook.com/commonthirst) and will be actively promoting on Twitter using the #stepsforwater and #water hash tags and @water handle.

    “We are incredibly excited to partner with Rosetta to create new ways of mobilizing participation in solving the global water crisis,” said Water.org CEO and Co-Founder Gary White. “Honoring your mother with Steps For Water is one more way people can make a difference and transform the life of another mother. Because every 21 seconds, a mother loses her child due to an entirely preventable water-related disease. The good news is that there are solutions and it is campaigns like this that give Water.org confidence that we can end this crisis in our lifetime.”  

    “Our role in Steps For Water was to find a way to leverage today’s hyper-connected technology platforms to generate interest and participation in one of the most important social causes of our time,” said Gary Scheiner, Rosetta Chief Creative Officer. “Steps For Water isn’t just a walk-a-thon and a downloadable app—it’s a shared experience that enables people everywhere to connect and walk towards a common goal, to inspire empathy, raise consciousness and take steps towards changing our world.”

    About Water.org

    Water.org is a non-profit organization that has transformed thousands of communities in Africa, South Asia, and Central America by providing access to safe water and sanitation over the past 21 years. Founded by Matt Damon and Gary White, Water.org works with local partners to deliver innovative solutions for long-term success. Its microfinance-based WaterCredit Initiative is pioneering sustainable giving in the sector. Learn more and make a difference at www.water.org.

    About Rosetta

    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Rosetta drives material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Their differentiated capabilities and structure have enabled them to become one of the market leaders, operating as an independent brand in the Publicis Groupe of global agencies. Rosetta is ranked by Ad Age among the top U.S. digital agencies and was recently named the #1 Agency to Watch in Ad Age's Agency A-List.

    Rosetta has deep industry expertise in Healthcare, Consumer Products & Retail, Financial Services, Consumer Technology, B2B and Travel & Hospitality. 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 and Consumer Products sector; Citizens 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, Boston, Chicago and Toronto. Rosetta recently acquired LEVEL Studios, a leader in combining content, platforms and devices to create engaging total user experiences. 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 www.rosetta.com.

    For more information please contact:
    Shade Vaughn
    Robert Marston and Associates
    212-836-4232
    svaughn@marstonpr.com

    Shannon Hartley Named to Lead Rosetta’s Healthcare Vertical

    PRINCETON, NJ, April 5, 2012 – Rosetta, which operates as an independent brand in the Publicis Groupe of global agencies and is one of the nation’s largest digital and direct interactive agencies, today announced that Managing Partner Shannon Hartley has been appointed Vertical Leader for the agency's Healthcare practice. She had served as acting leader since August 2011.

    Hartley, who joined Rosetta in 2006, will be responsible for developing and guiding strategies, services, products and positioning of Rosetta’s healthcare industry vertical, the agency’s largest. She previously led key accounts across the entire healthcare vertical. Hartley will report to Rosetta CEO Chris Kuenne and will continue to be based in the agency's Princeton headquarters.

    "Shannon’s contributions to our success are significant, and she exemplifies the leadership we need to compete and win in the marketplace,” said Kuenne. “She is a passionate competitor as well as an insightful advisor who has the ability to inspire her team.”

    Hartley joined Rosetta from Bristol-Myers Squibb, where she led global market research teams in the neuroscience, cardiovascular and consumer medicines businesses. While at Rosetta, she has developed and led strategic market insight work that enabled pharmaceutical and biotech clients to identify new market opportunities and assess the commercial opportunity for new claims, new indications and new products. She has led client teams across a broad range of therapeutic areas, medical devices and consumer health and wellness products.

    Under Shannon's leadership, Rosetta was able to develop the first iPad app within the pharmaceutical industry and has continued to drive business impact for clients with insight driven, innovative apps that support selling, internal communications, relationship marketing and convention engagement across healthcare.

    Hartley is a strong advocate for women's initiatives and is a founding member of the Publicis Viva Women initiative and the Rosetta Women's Network. She is also an active member of the Healthcare Businesswomen's Association (HBA).

    About Rosetta

    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Rosetta drives material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Their differentiated capabilities and structure have enabled them to become one of the market leaders, operating as an independent brand platform in the Publicis Groupe of global agencies. Rosetta is ranked by Ad Age among the top U.S. digital agencies and was named the #1 Agency to Watch in Ad Age’s 2011 Agency A-List.

    Rosetta has deep industry expertise in Healthcare, Consumer Technology & Entertainment, Consumer Products & Retail, Financial Services and Business-to-Business (B2B). 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; Microsoft, Rogers Communications and T-Mobile in Consumer Technology & Entertainment; Coach, Express, Jos. A. Bank, OfficeMax, Valvoline and United States Mint in the Consumer Products & Retail sector; Citizens and Nationwide in Financial Services; and MSC Direct, Wirtz Beverage Group and Lincoln Electric in B2B.

    Rosetta is headquartered in Princeton, NJ, with additional offices in New York, Cleveland, Chicago, Toronto, San Jose, San Luis Obispo, Los Angeles and Orange County.

    For more information, visit www.rosetta.com.

    For more information, contact:
    Shade Vaughn
    Robert Marston And Associates, Inc.
    (212) 836-4232
    svaughn@marstonpr.com

    MedAd News: Way to Go

    Unlike their pharma and biotech clients, a look at many healthcare advertising agencies finds women in the c-suite—as CEOs, presidents, and managing partners. 10 women at the top share insights about their career paths, what's kept them engaged, and how they juggle careers and families.

    by Christiane Truelove

    Take a look at top 50 pharmaceutical and biotech companies, and you'd be hard-pressed to find a woman at the top as CEO or president. But a glance at an equal number of healthcare advertising agencies reveals a startling number of women at the helm. Ranging from big networks such as Digitas Health, Draftfcb Healthcare, Havas Health, Medicus, Rosetta Healthcare, Sudler & Hennessey, and Torre Lazur McCann to smaller outfits such as Centron and Flashpoint Medica, a larger number of women are calling the shots. Med Ad News talked with 10 of these executives, including exclusive video interviews, to find out the career paths they took, the reasons why they believe women are thriving on the agency side, and their strategies to be successful at work and at home.

    Today's healthcare advertising agencies, and the advertising business in general, are a far cry from the agency Sterling, Cooper, Draper, Price depicted in the popular television series "Mad Men." Although some of the executives interviewed did run into some vestiges of discrimination at the beginning of their careers, all agree that the industry now is an equal opportunity place - and its less-rigid structure, compared with the client side, provides more ways to advance.

    "Since I started in the business more than 23 years ago, women have been hired in large numbers for their brain trust, management style, and ability to multi-task through it all," says Marci Piasecki, CEO of Torre Lazur McCann. "Perhaps the most notable difference for me is previously women were considered more of an internal force at the agency, rather than a strong external force with clients. In years past, I recall the highest level women still taking a second-in-command position to their superiors, and sometimes male counterparts, especially with high-level male clients. Men at the agency were often considered a 'better fit' - especially with male clients. Now, in contrast, women are present with even the highest level clients - many of whom are male, and we are not only considered competent, we are considered critical."

    Louisa Holland, co-CEO, the Americas, Sudler & Hennessey, says she felt some of that assessment in the early part of her career.

    "I do know that early on, I felt that women were being watched and kind of assessed to see if we could do this," she told Med Ad News. "It was much more of a testing environment, and that was what created a lot of the pressure. If you were going to do it, you had to do it better than anybody because they were watching you."

    Dana Maiman, CEO of Drafrtfcb Healthcare, says she has not found overt gender discrimination in healthcare advertising. "This is definitely an industry where job excellence and hard work are rewarded," she told Med Ad News. "I've always found that talent is the primary determinant of how far one can go. There are many women who are in the account service function who move up through the industry eventually attaining the top positions."

    Many of the executives interviewed started their careers and spent significant time on the client side, but found the structure of healthcare advertising agencies more congenial to their advancement.

    "Although the pharmaceutical industry and the healthcare advertising industry are closely tied to each other, they could not be more different," says Marcia McLaughlin, president of Centron. "The pharmaceutical industry is a slice of corporate America, run how Fortune 500 companies are run. They have very traditional organizational structures, attitudes, and guidelines. On the other hand, healthcare advertising agencies are far less traditional and attract talent that thrives in an entrepreneurial environment. The organizational structures within healthcare advertising agencies are less rigid and truly reward talent based on performance."

    Ms. McLaughlin remembers when she began her career at KPR, "there were very few women in positions of authority or power."

    "Most of the women were in support functions, including administrative, traffic, media, studio, and junior to mid-level creative and account positions," she says.

    Ironically, it was the clients who were instrumental in the advancement of women in healthcare advertising. "As our importance to the client grew, our importance in the running of individual pieces of business grew, and ultimately our role in running and managing the day-to-day operations of the agency," Ms. McLaughlin told Med Ad News. "First we were entrusted with the agency's clients, and then the agency itself."

    The C-word, the D-word, and gender

    Again and again, these executives brought up the words "collaborative" and "diversity" to describe what set the ground for them and other women to succeed in the healthcare ad game.

    "Advertising agencies are much more collaborative in nature - people who work well in the team environment and can lead a team to superior performance are valued," Ms. McLaughlin says. "I believe these basic differences in structure and definition of an employee's value creates an environment that has been more open to women succeeding."

    Lisa Ebert, managing director at Medicus, acknowledges that there are male-dominated industries, but healthcare advertising embraces diversity. "In healthcare advertising in particular, we see a very unique dynamic and mindset, and that is one that is an appreciation for diversity," Ms. Ebert says. "If you think about it, it's an environment where you have to foster an interdependency of highly diverse disciplines. So what comes together is high scientific acumen, strategy, creative genius, technology, all of these different disciplines have to come together and people have to excel based on their merits, and in my opinion it has very little to do with gender."

    Shannon Hartley, managing partner of Rosetta Healthcare, says an ability to collaborate is key if one wants to rise to the top in healthcare advertising. "It's about collaboration, being able to work within matrix and networked environments, and it is absolutely critical in this age," Ms. Hartley says. "Whether that's within your own healthcare advertising agency, being able to partner with creative and partner with project management and partner with technology, and understand how to bring all those services together with the clients, working across their brand teams, with their medical/legal/regulatory review teams, it's all about that collaboration and working within a network to be able to get things done."

    Several of the executives interviewed say the ability to collaborate is a particular skill of women. In looking at how many women are thriving in healthcare advertising agencies, Charlene Prounis, managing partner and co-president of Flashpoint Medica, says, "it's possible because in a service business, the skills that women have, and this is all from style differences, are probably more rewarded with more business and growth."

    According to Ms. Prounis, women tend to have skills that are "more collaborative, more partnering, more service-minded."

    "They're listening to clients, they're hearing what their issues are, and they're collaborating with multiple people to be able to come back with great solutions," Ms. Prounis says. "They're not sitting alone in their office trying to come up with the idea on their own. They're listening, they go back now to the client and have a natural affinity for the client. Relationships bloom, work gets done, and there's always so much to do in an agency environment, multitasking is really very big because everyone has so much on their plate.

    "So if you can be collaborative, be a partner, you can listen, you can multitask - those are skill sets that women often have over men, which are very valuable in a service-based business."

    Ms. Holland says she tried for years not to think that there were differences between mens' and womens' management styles, but came to believe differently.

    "I do think for the most part, men and women manage people differently," she says. "Again, there are certainly people who go counter to the generalities. But I do think men are more black and white, and women are more comfortable with shades of gray, and I think that leads to the softer side. Women can be more consensus-focused, not as quick to make decisions, and I don't think it's fair to say that we're soft, we have a different style and it's unjust to say that we're soft, because it shortchanges women. And that's one of the things in the past that interfered with their growth. But when women are tough or single-minded or very focused, we're very quick to be called 'difficult.' And that's a different pattern to break, not just in our industry but in a lot of industries."

    Ms. Hartley echoes some of these sentiments. "Women have a tendency to be collaborators and communicators, and that's a generalization, but you really see a lot of women who have that skill to multitask, to bring groups together, to be able to empathize with the clients that we're serving, the end customers," she says. "And that's a unique ability that has enabled so many women to be successful in the advertising area, being able to bring collaboration, empathy toward understanding the conditions, and also understanding that women are predominantly the caregivers of people within healthcare, so being able to have that connection serves women well as they accelerate their careers."

    However, Ms. Hartley and others interviewed caution that viewing women as more collaborative and their male co-workers less so can be a stereotype. This also applies to the management styles between men and women.

    "I don't think there is necessarily a difference in management styles between men and women," Ms. McLaughlin says. "I do, however, think there is a big difference in management styles between people. There are some people who manage in a very heavy-handed and controlling way, where everyone who works for them must do things their way. There are other people who are very empowering managers and have mastered the art of delegation. Those individuals tend to focus on the end result and don't get lost in how people get there.

    "There is also a big difference in the styles of support that managers offer," she adds. "Some managers make it clear to their employees that they are there to support them and will happily roll up their sleeves to help out. Other managers make it clear that they have no intention of doing the work in the trenches. I believe these different styles of management have more to do with the type of people we are rather than being male or female. It's more about the difference in humans, not men versus women."

    Ms. Ebert also says leadership skills are not tied to gender. "In general, no one would question that men and women are wired differently," she says. "But when it comes to management style, my experience has been that variances that exist are not necessarily gender-based. When I think of really good leaders, [there are] men and women that exhibit some commonalities in what, my opinion, is really effective leadership."

    According to Ms. Ebert, the commonalities are about people who are results-oriented. "They lead with a vision," she says. "They establish a vision for a group of people and engage them in that vision. And they understand the importance of listening to the people they're trying to lead so that they can relate to them, they can engage them, rather than just directing them. So when I think about those people and that kind of leadership, I can give examples of both men and women who have done that, so it's hard for me to say it's gender-based."

    Ms. Piasecki says there are differences in management styles both between and among genders today.

    "Years ago the differences between genders seemed much more apparent," she says. "Stereotypes had been set and many professionals fit them. Generally speaking, women were considered to have a more nurturing management style and men more direct and unemotional. Since then, the workforce has become more diverse and professionals are being viewed more as individuals. This has not only helped remove some of the stereotypes, but also gives people a chance to be measured based on their individual management style irrespective of gender."

    According to Kelly Gratz, head of Blue Diesel, management style is a personal thing, not truly tied to gender.

    "Everyone has their own management style," she told Med Ad News. "When you find what your style is, you need to embrace it. Too many people, men or women, try to anticipate or mimic what they believe is a good management style. When you do that, it never really works, because it's not natural. For me, I like being part of a team approach. Ultimately I have to make the decisions for the business, but I love getting everyone around the table to define the solution, because it ultimately takes an army to implement."

    Donna Murphy, worldwide managing partner of Havas Health, agrees with this sentiment. "I do not think one can generalize regarding management styles in this or any industry," she says. "So, I would not say that there is a difference in management styles between men and women, per se, but that each leader certainly has his or her own style of leading."

    The juggling act

    These executives did take the time to start families, and found ways to balance their home and work lives. But it was never easy, and balance is always a struggle.

    Ms. Holland says her generation was raised under a myth that they could have it all - career and family, with minimal sacrifices. But she found that was not the case.

    "I don't think anyone told me when I was starting how hard it would be, certainly no one told me how much juggling I would do, and probably how much of my personal and family life that I'd ultimately give up," she says. "Not that I haven't been there for them, but I certainly think that I did give a lot of things up. For my generation, we were raised under this myth of having it all, and I think it's a really big misnomer and something that the feminists before me shouldn't have been encouraging us all to reach for. I think we felt we had a lot to prove, that we could do the job that men were doing, and we were giving up a lot to make that point. And what I would hope is that the women today, who are in a position I might have been in 10 or 15 years ago, don't feel as much pressure to prove themselves and therefore find the juggling a little bit easier."

    Some take a more long-term view about work-life balance.

    "I find, it's rare to achieve balance in a day," Ms. Hartley says. "I think you need to take a little bit longer-term horizon when you think about work-life balance."

    Being a single mother with a 10-and-a-half-year-old son, Ms. Hartley says she is fortunate to be in a financial position to afford help, but she checks in with with her son frequently to see if balance is being achieved.

    "I am not going to be the pizza mom serving pizza every day at his school, but those important pieces, I want to make sure that I'm there," she says. "That's a commitment that I've made to him, and it's a commitment that I make to my company and my clients. For me to be effective in the job, I have to feel like I'm also being the type of mom I want to be. But I think you can't have the expectation every single day, it's a perfect balance. There are pitches that come up, very late nights, there are client needs that may come up, but on average, it's finding those times where you can say, over the course of a week or a month, do I feel like I have the right balance. If it's off, what do I need to adjust, and keep on checking in with yourself, and in my case, I check in with my colleagues and I check in with my son, to make sure that we feel like we have that balance on the whole."

    Being present is also important, but quality can win out over quantity of time spent. "One of the things my son told me at a very early age is that he hated my BlackBerry," Ms. Hartley says. "And so, I said, 'What do you mean, I'm here?' And he said, 'I hate your BlackBerry, you're not paying attention.' And it really was an eye-opener for me, that I need to be present. Being present is more than just physically being there, if I am physically there and am checking my BlackBerry, I'm not really there."

    Ms. Ebert also says achieving work/family life equilibrium is still a work in progress.

    "On some level, I think I've given up on balance, but for me, it's more for me, it's not about balance, it's about impact," she told Med Ad News. "What I try to do is focus my energy to where it will have the most impact for work and family. Sometimes it's more of an emphasis on one versus the other, depending on what's happening at the time, but again, if I focus on impact, that works for me. There's one overriding principle that I've tried to follow, as it relates to family, it's very much about planning ahead so that you never miss the events that are really critical to your kids and your family. So while you can't be there for everything, it's about making the choices and planning ahead to be there when it matters most."

    Ms. Gratz says with the support of her husband, she makes sure she doesn't forget the "can't miss" moments.

    "The first day of kindergarten, the first recital, their first heart break, et cetera.," she says. "These are times where you can't recreate the moment. As I make scheduling decisions, I think about that every time I schedule to be out of town. If my boys have a game, or a meeting, we talk about it. We decide together and adjust accordingly. But I always remember to ask myself, is this a 'can't miss' event. That always helps me keep things in balance. If all else fails, my husband is always there to keep me in check as well!"
    Ms. Murphy also attributes success on the home front to teamwork.

    "My husband and I are a team, and we support each other's careers - and we have done so throughout our life together," she told Med Ad News. "We have been fortunate enough to raise two great kids, and I would attribute that in part to the hard work both my husband and I have put into finding that balance."

    Ms. McLaughlin agrees that the question of work/life balance should not be addressed by the women alone. "I view this as a dual working parent problem," she says. "When I began having a family, both my husband and I worked full-time. Even with the support of a nanny, the challenges were tremendous."

    After the birth of her second daughter, they decided to try something that at the time was unconventional. "My husband sold his business to stay home full-time and raise our girls," she says. "This gave me the freedom and flexibility to do whatever I needed to pursue my career. Twenty years later, my husband continues to be the full-time, stay-at-home parent and the task of balancing home/work life is less challenging for me than most parents because of my support system.

    "No one ever asked this question decades ago when all our moms stayed home and all our dads pursued careers. It is truly a dilemma for the dual working parent families of today that impacts both men and women and the career opportunities they pursue. Regardless of sex, when raising a family both parents must take responsibility for supporting that family financially, emotionally, and physically. The way in which parents divide those responsibilities impacts both parents' career paths."

    What keeps them going

    All of the executives interviewed said they never intended to go into healthcare advertising, but what attracted them - and keeps them there - is the real prospect of helping patients.

    "What intrigued me then - and to this day - is the mix of scientific, strategic, and creative talent masterfully combined to promote products that can make a difference in people's lives," Ms. Piasecki says.

    Ms. Prounis points out that the healthcare advertising business encourages continuous learning. "Healthcare advertising brings in a lot of variety; I'm always learning about a new drug, working with a new company," she says. "And so I might work in breast cancer, lung cancer, I might do something with a magnesium replacement, I might do something with multiple sclerosis; one day, I'll be doing a pitch for HIV ... We run the variety of things, so it's just full of a lot of diversity and variety, and because you have to be creative in the terms of the ideas and how you approach them, I like that part of it as well."

    Ms. Ebert also enjoys the continuous learning aspect. "What I love about this business is its relevance - the fact that we are constantly immersed in advances in healthcare that are relevant to our everyday lives, to people that we know and love," she says. "I just find it very exciting to be in this environment. The other thing is the opportunity that exists, there are always continuing emerging technologies that give us new opportunities to enhance how we work and engage with our customers, and again the fact that the interconnectivity between the stakeholders is very dynamic, it just never gets old. I feel like it's always fresh and there's always new things to help us be better at what we do."

    Several of these executives have backgrounds in healthcare and science. Ms. Prounis and Lynn O'Connor Vos, CEO of Grey Healthcare Group, started as nurses, moved into the pharmaceutical industry as sales representatives, and then made the jump to healthcare advertising. Ms. Ebert and Ms. Holland were biology majors; Ms. Ebert has a Ph.D. and was a molecular biology research associate at Cold Spring Harbor before going back to school for a marketing degree.

    All say healthcare advertising allows them to use that scientific/healthcare background. For Ms. Holland, she has used the theories of evolution she learned in school to expand S&H's business.

    "One of the other things that I like to think about, because I've studied basic evolutionary biology classes with Stephen Jay Gould, who's one of the premier evolutionary biologists, he came out with a theory right before he died that's much debated, but rather interesting - something called punctuated equilibrium, which is that evolution didn't happen with these very very gradual stages, but that something big happened all at one time, and there were leaps," she says. When you think about that, it's an interesting approach to how businesses should or could evolve, that you don't always have to think about the gradual, but sometimes just making a fast change and pushing yourself to be adaptive more quickly."

    Source: http://www.pharmalive.com/magazines/medad/view.cfm?articleID=11130

    Shannon Hartley - Interview with MedAd News

    Shannon Hartley, managing partner, Rosetta Healthcare tells of how she came from the client side to the agency side, how women can excel in the healthcare advertising world, how her son keeps her present, and the advantages of being involved with HBA.

    by Med Ad News Staff
    Med Ad News: What brought you onto the healthcare advertising business?

    Shannon Hartley: I was first attracted to healthcare more from the client side, so I started working for Bristol-Myers Squibb, and really became passionate about the pharmaceutical business and the opportunity to help people. I spent a number of years launching the drug Abilify and being part of the whole neuroscience franchise, and was really passionate about understanding and helping underserved populations. When I then decided to move from the client business to the advertising side of the business, the interest was really around building those communication tools and recognizing that there's so much, whether it's communicating with physicians or with patients in the emerging technology, that we're in a very important communication field. Healthcare patients and their caregivers have a deep desire to learn more and are constantly seeking new sources of information. I really wanted to continue to find ways to provide credible, accurate information, when with the explosion of the Internet, there's so much information that is questionable, to be in an area that helps consumers as they're sorting out and dealing with very serious health issues.

    Med Ad News: What were your career goals when you first started in healthcare advertising? Was it always your goal to become a CEO, president, managing partner one day, or was this a realization that came gradually?

    Shannon Hartley: I always had the goal of running businesses, and I think because I came from the client side I was always very interested in bringing teams together to solve business problems. When I came to Rosetta, Rosetta at that time was a consulting company so we had the vision of moving into a full-service advertising agency but we were really still focused on developing insights from the consulting practice. My goal was to see that through from not just the insights but how we actually create the materials and to be able to lead a group of clients and a group of individuals.

    Med Ad News: Compared with the pharmaceutical industry in general, there seems to be a high number of women in C-suite positions in healthcare advertising. Could you share some of your theories as to why this is the case?

    Shannon Hartley: Interesting question. I think women have a tendency to be collaborators and communicators, and I think that's a generalization, but you really see a lot of women who have that skill to multitask, to bring groups together, to be able to empathize with the clients that we're serving, the end customers. And I think that's a unique ability that has enabled so many women to be successful in the advertising area, being able to bring collaboration, empathy toward understanding the conditions, and also understanding that women are predominantly the caregivers of people within healthcare, so being able to have that connection serves women well as they accelerate their careers.

    Med Ad News: When it comes to management styles in this industry, do you think there is a difference between women and men?

    Shannon Hartley: I think that's a hard, kind of broad generalization, I think that yes, there are some differences. As I mentioned, I've experienced very strong male collaborators as well, but I think I have seen more often women who are able to navigate the different relationships, the different functions, bring people together to solve the common business goal in a very networked way, which is how advertising agencies and how our businesses are evolving. It's not as much hierarchical anymore, it's very much about how you work with other partners, as you work with clients to bring those networks together and I think that's something I've seen women do very very well.

    Med Ad News: When it comes to working women with families, they've always had to balance their home and work lives. How have you been able to achieve this balance as your job responsibilities and career grew?

    Shannon Hartley: (laughs) That's the million-dollar question! I think to me, there are a couple of things. One is, balance, I find, it's rare to achieve balance in a day. I think you need to take a little bit longer-term horizon when you think about work-life balance. I have a wonderful 10-and-a-half-year-old son, and I'm actually a single mother as well, so for me, I do have to have extra support and I'm fortunate to be in a position where I can financially afford that, but I also think it's really important to check in with him and say, "How are we doing? Do we have that right balance?" It's not an every day, I am not going to be the pizza mom serving pizza every day at his school, but those important pieces, I want to make sure that I'm there. That's a commitment that I've made to him, and it's a commitment that I make to my company and my clients. For me to be effective in the job, I have to also feel like I'm also being the type of mom I want to be. But I think you can't have the expectation every single day, it's a perfect balance. There are pitches that come up, very late nights, there are client needs that may come up, but on average, it's finding those times where you can say, over the course of a week or a month, do I feel like I have the right balance. If it's off, what do I need to adjust, and keep on checking in with yourself, and in my case, I check in with my colleagues and I check in with my son, to make sure that we feel like we have that balance on the whole.

    I also feel like it's about being present. One of the things my son told me at a very early age is that he hated my BlackBerry. And so, I said, "What do you mean, I'm here?" And he said, "I hate your BlackBerry, you're not paying attention." And it really was an eyeopener for me, of that I need to be present. Being present is more than just physically being there, if I am physically there and am checking my BlackBerry, I'm not really there. And so there are times when I get home from work, I am putting work away. I sit down with him, I check his homework, we talk about his day, he goes to bed. And yeah, there are a lot of nights after I get him to bed, I am back online and checking e-mail. But I want to be fully present for him, he deserves that commitment. It was great for him to say throw away your Blackberry. It was a good reminder of how to do that.

    Med Ad News: What are three pieces of advice you'd give anyone, whether a woman or a man, trying to start a career in healthcare advertising.

    Shannon Hartley: I think one piece is, you have to remain curious. You have to be constantly curious about the science, about the new ways of communications and keep that kind of curiosity of what else can we do. The second is, you have to be patient. Healthcare advertising, we work in a regulated environment, you have to be comfortable with there are rules - that doesn't mean that it's you can't do or say anything., but how can we patient in educating our clients and our customers to adopt new technology. I think the third is that you have to be passionate. The passion has to be passion for communication, it has to be passion for the people you're going to be working with, and ultimately it's about keeping the end customer at the center of that passion, and saying, "I want to improve healthcare and the health of these individuals that we're building communications for, the products for, etc." So it's really about curiosity, patience, and passion.

    Med Ad News: What are the skills needed to rise to the top, in your opinion?

    Shannon Hartley: I think it's about collaboration, being able to work within matrix and networked environments, is absolutely critical in this age. Whether that's within your own healthcare advertising agency, being able to partner with creative and partner with project management and partner with technology, and understand how to bring all those services together with the clients, working across their brand teams, with their medical/legal/regulatory review teams, it's all about that collaboration and working within a network to be able to get things done.

    Med Ad News: Describe the attitudes towards working women that you saw at the beginning of your career and working women now. Have you seen anything change, have you seen anything stay the same?

    Shannon Hartley: I think it's really interesting ... when I first started, and I have to give a little background, my grandmother worked full time. My grandfather passed away when she had four kids under the age of 10. And she was in advertising, she was an art director in advertising at a time when women just didn't do that. I've been fortunate to have very strong female role models. My mother was also full time working woman who became a superintendent of schools. So for me, I had very strong female role models around on how women can work and succeed. But I was surprised when I found a lot of resistance. I think early on, there was a real kind of path of women who, you chose to be on the family path, or you chose to not have kids and be like the man. Fortunately, that's really starting to change. Now I see interactions with women, peers and young women starting out, who say, it's not about an either-or, it's about and ... it's not about, you can have it all, it's about how can you make choices at different points where you can accelerate your career, you can take pauses, you can have children, and you work out that individual balance. I think it's a much more supportive and collaborative environment for women and other women who have been successful reaching back and saying, let me help you, don't make some of the same mistakes that I've had to make, let me help and support other women. And I think that's a change versus when I first started, where I really felt it was like, act like a man, and then you saw a lot of women dropping out at that point where they decided they wanted to have children. I think it's really fortunate that today we're not seeing as much of that.

    Med Ad News: Are you involved with HBA?

    Shannon Hartley: Yes I am.

    Med Ad News: How important has HBA been in helping you form your career path, and keep to your career goal, and foster that spirit of collaboration?

    Shannon Hartley: I think that HBA is a wonderful organization. I became involved in HBA more recently, when I worked on the client side, I wasn't as familiar, unfortunately, with HBA, I wish I'd had it earlier in my career! But what I had found, whether it's through the dine-around or other events, the chance to just network with women and practice your selling skills in a collaborative, safe environment is a fantastic opportunity it provides. And this year I participated in their leadership and practice coaching and training sessions. It was a wonderful opportunity where they paired women at the same level and challenges in their career, into small-group coaching. We had once a month coaching sessions, and online and telephone conference calls where I had a group of women that I could say, we're going through this challenge as our agency has moved from being a privately owned company to part of a network; what have you found to be successful as you've made these types of changes? And as the only woman at a senior level at your company, how have you found those challenges? ...It's been a really welcome opportunity at this point in my career to find that peer group.

    Med Ad News: One thing, going back to the question of management styles in this industry, or just the way women approach work differently than men, I was talking with Carolyn Buck Luce, and she has written a lot of papers and given talks about how women handle power. There's a perception of, if you handle power too much like a man, there's pushback against it. Have you experienced some of that yourself?

    Shannon Hartley: It's really fascinating. This year we started a women's network at Rosetta, and the network spans six different offices, from the West Coast to Cleveland to New York, and most of it's virtual. Two things when we kicked off the steering committee, we started this discussion group. One was a book by Micha Bernstein from Morning Joe, and her book was all about how women, how to negotiate, it was called Knowing Your Value. Many times women in trying to emulate the style of men, get labels that say, oh, that's too aggressive, - how do you find your comfort zone between the bitch versus the meek person in the corner. We've had a lot of discussions on how do you do that, and it's about getting comfortable with who you are, and I've absolutely seen feedback at various times in my career, of you're very aggressive, or you've been assertive. Well, help me understand, is that a bad thing? I think it is sometimes that double standard for women. We really have to find ways to focus on results, recognize differences in style, and not try to emulate male counterparts who may have a different approach and style. If that's not who you are, that's not a good way long term to be successful, because it does come across as inauthentic, and it's all about in this business that you have to be authentic. Fortunately, we're seeing a more open environment to a range of styles. It's always a challenge, I think.

    Med Ad News: There's a phenomenon that Carolyn calls being the good girl. The good girl will work through lunch, sit at her desk; the good girl will, if not invited to a meeting, won't ask, why was I not invited to this meeting?

    Shannon Hartley: Our second book that we're reading in the women's network, that I gave to as a gift to all the women's steering committee members, and to just key women in our organization, is called "Break Your Own Rules," and it's all about the good girl syndrome of, what message are you communicating when you clean out the conference room? You're the one who makes sure everyone has lunch? I think there is an important caretaker role that is very natural to a lot of women, and it's not changing that, but it's thinking about, especially where you move higher in an organization where there aren't a lot of women, if you're the default planning person in the office, you're the one who's doing the caretaking, how do you also make sure that you're the one who is bringing the new ideas to the table, you're the one taking on a financially driven project, not just a community project. There's a lot of interesting debate and discussion being yourself, but at the same time, when you're one of, as opposed to being part of a bigger group, I think there is more pressure on your to not default to that typical or stereotypical good girl role, and how are you able to assert yourself, make sure that you don't offer to take notes in meetings. And there are a few of us now who after we read the book, all these chapters are about me, oh my gosh, I do these things. We're holding each other accountable, we'll sit in a meeting and look at each other - don't volunteer, wait for someone else to offer. But it is a challenge, to me personally, to be able to let go of some of those habits.

    Source: http://pharmalive.com/magazines/medad/view.cfm?articleID=11161&f=11130

    Compuware and Rosetta Announce Partnership to Help Customers Ensure eCommerce Readiness

    Integrated Solution Will Help Customers Achieve e-Commerce Success by Conducting Pre-production Testing and Ongoing Application Performance Management

    DETROIT and CLEVELAND — March 28, 2012 — Compuware Corporation (NASDAQ: CPWR), the technology performance company, and Rosetta, an independent brand within the Publicis Groupe of global agencies and a member of the Compuware Partner Network, today announced a strategic partnership designed to help customers ensure that their e-commerce sites are production-ready and perform well in production.

    To complement Rosetta’s unmatched technology depth in e-commerce, mobile platforms and systems integration, the company will incorporate the Compuware Application Performance Management (APM) solutions into its product offering. This will allow Rosetta to extend the value it delivers by offering end user performance and application monitoring.
    “This partnership benefits our customers in the form of peace of mind. Our customers can be confident that Rosetta will be keeping a close eye on the performance and availability of their enterprise e-commerce applications,” said Arnold Huffman, Partner, Business Development, Rosetta. “We believe that our partnership with Compuware represents a significant strategic growth opportunity by expanding and supporting our customer’s Multi-Channel enterprise solutions.

    The Compuware Application Performance Management solution will enable Rosetta’s customers to benefit from deploying the Rosetta enterprise e-commerce applications that are highly available and perform well. The monitoring, analysis, reporting and alerting that the Compuware APM solution provides integrates with and complements Rosetta’s enterprise class e-commerce applications.

    “Rosetta and Compuware are partnering to help customers improve the performance of e-commerce projects, which today is key to revenue growth, brand and customer satisfaction,” said Kimberly King, Vice President of Channels and Alliances, Compuware Corporation. “We look forward to working closely with Rosetta to bring this capability to market and deliver complete e-commerce solutions to customers.”

    The Compuware Gomez APM platform is the industry’s leading solution for optimizing the performance of Web, non-Web, mobile, streaming and cloud applications. Driven by end-user experience, Gomez provides a unified view across the entire application delivery chain, from a user’s browser or mobile device, across the Internet or a corporate WAN, in the cloud, to inside the data center, eliminating blind spots from the First Mile to the Last Mile.

    The Compuware Partner Network (CPN) is an award-winning, global program for select VARS, consultants, service providers, system integrators and strategic technology alliances. This program enables Compuware customers to have access to the world’s most innovative and comprehensive technology performance solutions from their preferred partner. CPN members benefit from specialized marketing, sales and support programs, industry leading technology and dedicated account management all designed to help each partner succeed. Please visit www.compuware.com/partners to learn more.

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    About Rosetta

    Recognized nationally as a leader in the ecommerce space, Rosetta was the first agency in the world to become Smarter Commerce certified. A premier strategic partner of IBM, it has the largest WebSphere Commerce implementation team in the country and more than 100 successful implementations during its partnership with IBM.

    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Rosetta drives material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Their differentiated capabilities and structure have enabled them to become one of the market leaders, operating as an independent brand platform in the Publicis Groupe of global agencies. Rosetta is ranked by Ad Age among the top U.S. digital agencies and was named the #1 Agency to Watch in Ad Age’s 2011 Agency A-List.

    Rosetta has deep industry expertise in Healthcare, Consumer Technology & Entertainment, Consumer Products & Retail, Financial Services and Business-to-Business (B2B). 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; Microsoft, Rogers Communications and T-Mobile in Consumer Technology & Entertainment; Coach, Express, Jos. A. Bank, OfficeMax, Valvoline and United States Mint in the Consumer Products & Retail sector; Citizens and Nationwide in Financial Services; and MSC Direct, Wirtz Beverage Group and Lincoln Electric in B2B.Rosetta is headquartered in Princeton, NJ, with additional offices in New York, Cleveland, Chicago, Toronto, San Jose, San Luis Obispo, Los Angeles and Orange County.

    Compuware Corporation

    Compuware Corporation, the technology performance company, provides software, experts and best practices to ensure technology works well and delivers value. Compuware solutions make the world’s most important technologies perform at their best for leading organizations worldwide, including 46 of the top 50 Fortune 500 companies and 12 of the top 20 most visited U.S. web sites. Learn more at: http://www.compuware.com.

    ###

    Press Contact – Rosetta

    Kate Clegg, Vice President, Marketing, Rosetta, 216-536-1800, kate.clegg@rosetta.com

    Press Contact – Compuware  

    Kayla Siefker, Senior Public Relations Manager, Compuware’s APM Solution - Gomez, kayla.siefker@compuware.com, 313-227-1402
    Bob O’Brien, Compuware Corporation, bob.obrien@compuware.com, 603-589-4089

    For Sales and Marketing Information

    Compuware Corporation, One Campus Martius, Detroit, MI 48226, 800-521-9353, http://www.compuware.com

    Ohio's tech industry is new economic foundation: Chris Boggs

    A tip to presidential candidates vying for the approval of Ohio's primary voters: This isn't your parents' Ohio.

    As the candidates descend full force on our state ahead of Super Tuesday, their campaign promises and stump speeches have focused on Ohio's traditional industries: agriculture and manufacturing. What has been overlooked by the campaigns and the national media is Ohio's budding identity as a global leader in Web-based and technology industries.

    Although farms and factories have been the foundations of our economy for years, if candidates want to show they truly deserve Ohio's vote, they should focus on the state's growing technology sector -- which is actively creating jobs. A study produced by the Harvard Business School found that interactive advertising alone is responsible for generating $12.5 billion in economic activity in the state and employs 129,580 Ohioans.

    In the Cleveland area, we are home to some of the most cutting-edge organizations in the nation, including the NASA Glenn Research Center, the Cleveland Clinic and the more than 2,500 information-technology companies that make up the Northeast Ohio Software Association. My company, Rosetta, which is one of the fastest-growing online marketing firms in the country, is located right here in the Forest City -- not Silicon Valley.

    In Gov. John Kasich's State of the State address last month, he placed further emphasis on Ohio's growing number of tech start-ups. Ohio is set to see a tenfold boost in its broadband network speeds, which will help advance research and job growth across Ohio's medical-research, higher-education and technology sectors. This announcement is sure to inject millions of dollars of investments into tech start-ups across our state and set Ohio to be the future epicenter of technology-based development.

    Candidates should not only impress upon Ohioans that they understand the importance of our burgeoning technology sector, but that they also are willing to prevent overburdensome regulations that will hamper job growth.

    Ohio's small businesses are constantly developing new and innovative technology that will help connect individuals with information and technology in ways we cannot imagine. Candidates should make a strong case that they will strive to limit regulations on, and get government out of the way of, Ohio's job creators.

    If GOP presidential candidates want to show they have their fingers on the pulse of Ohio, they need to toss out their predispositions that our economy is made up of Rust Belt remnants and embrace our growing identity as a global leader in technology and Web development.

    Chris Boggs is president of SEMPO.org, a global nonprofit for search and social marketers, and director of thought leadership at Rosetta, based in downtown Cleveland.

    See original article on cleveland.com

    Independent Research Firm Names Rosetta a Strong Performer Among Global Commerce Service Providers

    PRINCETON, NJ, February 28, 2012 – Rosetta, which operates as an independent brand in the Publicis Groupe of global agencies and is one of the nation’s largest digital and direct interactive agencies, today announced that Forrester Research, Inc. has named the agency as a Strong Performer in its February 2012 report The Forrester WaveTM: Global Commerce Service Providers, Q1 2012.

    The report evaluated the top 12 Global Commerce Service Providers (GCSPs) against 72 criteria and stated, “These firms all have a robust vision for multichannel commerce and between them have a strong portfolio of commerce project implementations.”

    Rosetta received among the highest scores for Mobile Commerce Focus and Corporate Strategy, and the third highest score for Managed Services.

     “Rosetta’s multi-faceted approach allows us to go broader into the eCommerce ecosystem. With in-house capabilities that enable us to identify, engage and activate our clients’ customers across the customer lifecycle up to and through the transaction, we drive material business impact by making each interaction count,” states Rosetta Chief Marketing Operations Officer Mark Taylor. “We believe IBM’s Smarter Commerce approach, which increases the value companies generate for their customers, partners and shareholders through optimized and integrated partner and supplier interactions, is the way of the future in our rapidly changing digital world. We are proud to be the first agency in the world to achieve full IBM Smarter Commerce certification.”

    “We are pleased with Forrester’s representation of Rosetta as they have consistently ranked Rosetta as a Strong Performer across a broad range of services over the past 18 months, including ecommerce, search and mobile,” said Rosetta Chairman and Chief Executive Officer Chris Kuenne. “We believe these reports support our positioning as a powerful challenger to the world’s largest global systems integrators, consulting firms and interactive advertising agencies across a wide spectrum of interactive offerings. Rosetta’s approach includes fusing deep consumer insight with marketing programs and ideas that are ultimately driven and brought to life by our strong technology chops across connected devices.”

    “As a member of the Publicis Groupe family of agencies and a premier partner to IBM, Rosetta has the reach and resources to drive business impact for clients on a global scale by applying a rich understanding of the consumer and deep technological prowess to unleash the power of IBM’s Smarter Commerce approach,” continues Mark Taylor of Rosetta.

    For a limited time, you can view a complimentary copy of the Wave report at www.rosetta.com/forrester-ecommerce.
     
    About Rosetta
    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Rosetta drives material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Their differentiated capabilities and structure have enabled them to become one of the market leaders, operating as an independent brand platform in the Publicis Groupe of global agencies. Rosetta is ranked by Ad Age among the top U.S. digital agencies and was named the #1 Agency to Watch in Ad Age’s 2011 Agency A-List.

    Rosetta has deep industry expertise in Healthcare, Consumer Technology & Entertainment, Consumer Products & Retail, Financial Services and Business-to-Business (B2B). 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; Microsoft, Rogers Communications and T-Mobile in Consumer Technology & Entertainment; Coach, Express, Jos. A. Bank, OfficeMax, Valvoline and United States Mint in the Consumer Products & Retail sector; Citizens and Nationwide in Financial Services; and MSC Direct, Wirtz Beverage Group and Lincoln Electric in B2B. Rosetta is headquartered in Princeton, NJ, with additional offices in New York, Cleveland, Chicago, Toronto, San Jose, San Luis Obispo, Los Angeles and Orange County.

    For more information, visit www.rosetta.com.

    For more information contact:
    Shade Vaughn
    Robert Marston And Associates, Inc.
    (212) 836-4232
    svaughn@marstonpr.com

    Losing that Spark in the Bedroom? Consumers Confess to Honeymooning with their Tablets

    New Tablet Trends Study from Rosetta finds majority of tablet users take their tablets to bed. This Valentine’s Day consider giving your tablet the night off.

    PRINCETON, New Jersey (February 13, 2012)—With nearly one-third of all Americans now owning a tablet or e-reader1, Valentine’s Day romantics should take note. A new Tablet Trends Study just released by Rosetta reveals that the majority of tablet users (68%) will likely spend significant time with their touch-screen devices in the bedroom. At the potential expense of their significant others, consumers are enjoying their own private "honeymoon" with their tablets for the first few months as they get to know their new devices in some untraditional rooms in the home, including 24% who take their tablets to the bathroom.

    In addition to these headline findings, the Tablet Trends Study also unveils important key learnings for marketers about where and how tablets are being used over time. For brands that understand these new behaviors and adapt engagement strategies to follow usage patterns, their investment and effort to reach consumers on connected devices will be far more effective. Marketers beware, the rules are changing for where and how to reach consumers on connected devices:

    • Capitalize on the honeymoon period. When the device is new, consumers tend to explore the full range of capabilities offered by tablets, from buying applications to creating documents, to shopping. After six months or more of ownership, a clearer pattern emerges as certain usages drop off and they continue to more actively use their tablets for things like reading or checking email, watching TV or movies, reading e-books, magazines or newspapers, and using social networking sites. Brands who understand this timeline can market more effectively during different stages.
    • Keep the spark alive. Those who have owned their tablets for seven months or longer are more likely to prefer using a computer for many of the activities that they have previously explored during the honeymoon period. The opportunity for marketers is to give consumers more reasons to fall in love with their tablets over and over again, and to find the right intersection points between the tablet, computer and even smartphone usage as behaviors shift over time.
    • Timing is everything. Targeting customers on their tablets with the right message or experience at the right moment is critical for brands to sell more apps, products, services and accessories. Understanding how, where and why consumers are using their devices deepens the ‘can’t-live-without-you’ connection.

    "Like in any relationship, the pressure is on to keep consumers engaged and happy with their tablets beyond that initial infatuation period," said Jay Lichtenstein, a Partner in Rosetta’s Consulting Practice. "The key is to deeply understand a user’s motivations and needs and then build the experiences to captivate them.  At Rosetta, our expertise lies in uncovering insights for marketers about their consumers’ needs and motivations, then helping execute cross-device marketing programs that resonate at a deeper level. We are fascinated by who and where these consumers are, and helping brands capitalize on the moments that motivate them to buy – and buy more – online."

    For additional information on the Tablet Trends Study, please visit: http://currents.rosetta.com/index.php/2012/02/rosetta-tablet-trends-study-qa-on-key-findings/



    About Rosetta

    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Rosetta drives material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Their differentiated capabilities and structure have enabled them to become one of the market leaders, operating as an independent brand platform in the Publicis Groupe of global agencies. Rosetta is ranked by Ad Age among the top U.S. digital agencies and was named the #1 Agency to Watch in Ad Age’s 2011 Agency A-List.

    Rosetta has deep industry expertise in Healthcare, Consumer Technology & Entertainment, Consumer Products & Retail, Financial Services and Business-to-Business (B2B). 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; Microsoft, Rogers Communications and T-Mobile in Consumer Technology & Entertainment; Coach, Express, Jos. A. Bank, OfficeMax, Valvoline and United States Mint in the Consumer Products & Retail sector; Citizens and Nationwide in Financial Services; and MSC Direct, Wirtz Beverage Group and Lincoln Electric in B2B.

    Rosetta is headquartered in Princeton, NJ, with additional offices in New York, Cleveland, Chicago, Toronto, San Jose, San Luis Obispo, Los Angeles and Orange County. 

    For more information, visit www.rosetta.com.

    LEVEL Studios Announces New San Luis Obispo Office Design, Location

    San Luis Obispo, CA – February 1, 2012 – LEVEL, a Rosetta company, announced its plans to expand its West Coast operations with the construction of a 46,000 sq. ft., LEED-certified office building at East Airport Commerce Park in San Luis Obispo. Serving as Rosetta’s West Coast headquarters, the new facility will be designed by garcia architecture + design, an award-winning firm in San Luis Obispo. The two-story building will house 180 team members with capacity for more than 300 in two years and is slated for completion in 2013.

    Providing enough space for LEVEL to perform standard agency operations, the new office will also include several secure areas to produce confidential client work, a 3,500 sq. ft. Video and Motion Graphics studio and 11 conference rooms. The design incorporates indoor and outdoor eating areas as well as an integrated employee lounge for team members to eat, take a break, casually meet to collaborate on projects or work on initiatives in a non-workstation setting. Additionally, the building leverages onsite showers and a half court basketball facility to promote green commuting, bicycling to work and exercising during lunch or breaks.

    “Since 1995, LEVEL has had the honor of serving global brands while being headquartered on the Central Coast. With all of the recent changes– first getting acquired by Rosetta and then getting purchased by the Publicis Groupe – the new building project underscores our parent company’s commitment to increasing our local footprint. It is a tangible part of the integrated agency’s plan for growth,” said Tom Adamski, LEVEL President | CEO. “Developing a building from the ground up empowers architecture to redefine how we work. It provides the opportunity to generate brand lift and revenue through the efficiencies inherent in an environment that facilitates creativity and encourages better ways to work together. We are excited about our new agency model, our new building and how they will foster new types of client relationships and resulting work.

    The building’s architectural vernacular balances the urban vibe of the nearby airport with the agrarian feel of neighboring Edna Valley vineyards. The modern exterior and interior aesthetic blends organic and industrial materials into an overall cohesive structure, utilizing exposed concrete, corten steel panels, aluminum storefront systems, metal louvers, translucent linear channel glass systems and exposed structural steel. This distinct architectural vocabulary reinforces Rosetta as a consulting-centered interactive agency that blends a consulting heritage with modern digital capabilities.

    “A strong, long-term collaborative relationship exists between LEVEL and our firm, as we both share a passion for design as well as a common business philosophy. Design always comes first, since good design amplifies function and always integrates sustainability at its core,” said George Garcia, AIA, President of garcia architecture + design. “The building’s hybrid design merges the organic and the machined to reflect the identity of the digital marketing conglomerate. This, combined with the surrounding natural beauty of the agency’s new home, will inspire ongoing innovative thinking and creativity.”

    Other local partners in the project include J.W. Design & Construction, BMA Mechanical Engineering, MW Architects, Oasis Associates, Ashley & Vance Engineering and JMPE Electrical Engineering & Lighting Design. NKT Commercial owns the property, and the San Luis Obispo County Planning Commission unanimously approved the project on November 3, 2011 with the support of the San Luis Obispo County Business Assistance Team and the SLO Economic Vitality Corporation. The project breaks ground February 3, 2012.

    As one of the largest employers in San Luis Obispo, LEVEL has been an integral part of the local business community, including an ongoing partnership with Cal Poly to hire student interns at the agency, many of whom become full-time employees, as well as hosting annual design competitions and supporting curriculum development. Cal Poly Careers Services recently honored LEVEL with their 2012 Outstanding Corporate Culture Award.

    About Rosetta

    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Rosetta drives material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Their differentiated capabilities and structure have enabled them to become one of the market leaders, operating as an independent brand platform in the Publicis Groupe of global agencies. Rosetta is ranked by Ad Age among the top U.S. digital agencies and was named the #1 Agency to Watch in Ad Age’s 2011 Agency A-List.

    Rosetta has deep industry expertise in Healthcare, Consumer Technology & Entertainment, Consumer Products & Retail, Financial Services and Business-to-Business (B2B). 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; Microsoft, Rogers Communications and T-Mobile in Consumer Technology & Entertainment; Coach, Express, Jos. A. Bank, OfficeMax, Valvoline and United States Mint in the Consumer Products & Retail sector; Citizens and Nationwide in Financial Services; and MSC Direct, Wirtz Beverage Group and Lincoln Electric in B2B.

    Rosetta is headquartered in Princeton, NJ, with additional offices in New York, Cleveland, Chicago, Toronto, San Jose, San Luis Obispo, Los Angeles and Orange County. 

    For more information, visit www.rosetta.com.

    About LEVEL Studios

    LEVEL delivers integrated marketing and product development for global brands. Through the interplay of branded content, technology platforms and connected devices, we design a total user experience that amplifies the relationship between brand and consumer. Our methodology is proven; our behavior is adaptive.

    For more information, visit http://level-studios.com.

    Medical Marketing & Media (MM&M) 2012 Interactive Guide

    Get Smart – 5 Steps to Walk the Web Walk

    Martin O’Brien, Partner was featured in “Get Smart – 5 Steps to Walk the Web Walk” in Medical Marketing and Media’s (MM&M) 2012 Interactive Guide. Martin shared some of his insights on the future of mobile and why with consumers flocking to mobile, it has become an optimal platform for healthcare organizations to reach their audience. Martin says, “Mobile offers tremendous contextual cues that can connect with consumers in retail, in physician offices and throughout the day to help direct them to Rx brands and manage their health”.

    To read the article in its entirety, click here.

    Rosetta Launches Global Web Platform for Xylem, Inc.

    Nearly 40 Websites In 16 Languages Built in Five Months

    Princeton, NJ, January 24, 2012 – Rosetta, which operates as an independent brand in the Publicis Groupe of global agencies and is one of the nation’s largest digital and direct interactive agencies, today announced the launch of a corporate website for Xylem Inc. (NYSE: XYL) and nearly 40 independent sites for its affiliated brands. Xylem is a $3.2 billion global water technology company that was recently spun off from ITT Corporation. It has more than 200 affiliated companies and brands across the globe that operate independently while serving under the Xylem corporate umbrella.

    Racing against an October 31 hard deadline when Xylem’s stock would begin trading on the New York Stock Exchange, Xylem worked with Rosetta in June to develop a consolidated online corporate platform, built on Microsoft SharePoint Server 2010 for Internet Sites, that would clearly communicate Xylem’s global leadership in water technology and create an intuitive user experience for Xylem’s customers, prospects, investors and the media.  Rosetta had only five months to complete the assignment from beginning to end.

    Rosetta provided a broad range of services throughout the project, including: initial user research, information architecture, visual web design concepts, technology recommendations and execution, usability testing, copy writing, analytics and tagging strategy, among others.

    Microsoft SharePoint was selected because of its enterprise readiness, content management capabilities and scalability to support Xylem’s future growth. Key content management capabilities met Xylem’s ambitious requirements for a platform that allowed users to quickly and easily find information in a streamlined user experience via Microsoft FAST Search Server 2010 for SharePoint, provided central taxonomy management using SharePoint managed metadata, and can be used for all future country- and brand-specific sites, among other reasons.

    Search Engine Optimization strategy and implementation according to best practices also was an important part of the project. Rosetta’s SEO team performed detailed mapping of old web pages from a large variety of domains which had been grown or acquired throughout the years, resulting in high ranking in organic search results.

    During platform development, many of Xylem’s affiliated companies and brands, which operate independently, approached Rosetta and asked them to develop or redesign their own individual online platforms. Each of these affiliates has its own unique set of product lines, branding, content and imagery. Nearly 40 sites in 16 languages went live in time for Xylem’s NYSE launch.

    “Rosetta’s ability to deliver innovative marketing solutions built on Microsoft SharePoint Server 2010 drives real marketing value for our mutual clients,” said Kristina Kerr, Group Product Manager for SharePoint at Microsoft Corp.

    About Rosetta

    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Rosetta drives material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Their differentiated capabilities and structure have enabled them to become one of the market leaders, operating as an independent brand platform in the Publicis Groupe of global agencies. Rosetta is ranked by Ad Age among the top U.S. digital agencies and was named the #1 Agency to Watch in Ad Age’s 2011 Agency A-List.

    Rosetta has deep industry expertise in Healthcare, Consumer Technology & Entertainment, Consumer Products & Retail, Financial Services and Business-to-Business (B2B). 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; Microsoft, Rogers Communications and T-Mobile in Consumer Technology & Entertainment; Coach, Express, Jos. A. Bank, OfficeMax, Valvoline and United States Mint in the Consumer Products & Retail sector; Citizens and Nationwide in Financial Services; and MSC Direct, Wirtz Beverage Group and Lincoln Electric in B2B.

    Rosetta is headquartered in Princeton, NJ, with additional offices in New York, Cleveland, Chicago, Toronto, San Jose, San Luis Obispo, Los Angeles and Orange County.

    For more information please contact:
    Shade Vaughn
    Robert Marston and Associates
    212-836-4232
    svaughn@marstonpr.com