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    Publicis Groupe and IBM Outline Aggressive Plan to Pursue Global Commerce Market Opportunity

    Commerce Client Work Grows by 100% in 2012

    Publicis Groupe [EURONEXT Paris: FR0000130577] and IBM today outlined an aggressive global go-to-market plan to pursue the multibillion global market opportunity for business-to-business and business-to-consumer eCommerce.

    Working together, the companies are uniquely positioned to drive the future of eCommerce by redefining the role of the transaction in the brand experience. The partnership combines Publicis Groupe's deep experience in consumer insights, technology and building a broad eCommerce ecosystem around transactions with IBM's technology, expertise and business process innovation to serve the needs of today's Chief Marketing Officers (CMOs) and Chief Information Officers (CIOs) who want to align their organizations and purchase decisions around integrated content and commerce.

    Publicis Groupe's Rosetta unit plans a global expansion to capture a larger share of the growing demand for Commerce-related technology and services. Commerce-related revenues Rosetta has derived from the 10+ year IBM/Rosetta relationship have grown 100% in 2012 alone and are expected to triple over the next three years.

    The go-to-market partnership enables Publicis Groupe to immediately capitalize on an urgent need in the marketplace for a new type of agency partner – a highly specialized commerce agency – that is able to connect CMOs and CIOs of today's global brands, facilitated by technology to build and optimize the commerce and content ecosystem. The partnership serves a rapidly expanding, global client list that includes: Aldo (footware retail/Canada), Cencosud (grocery retail/Chile), Dorel (consumer Products/US), Follett (educational services/US), Genco (distribution/US), Publicisgroupe.com 2/3 hhgregg (electronics retail/US), Holt-Renfrew (luxury retail/Canada), Luxottica (eyeware retail/Italy), Newell-Rubbermaid (consumer products/US), Sigma Pharma (healthcare/Australia) and T-Mobile (telecommunications/US).

    Over the next three years, Publicis Groupe plans to establish four global Commerce hubs, beginning with an expansion of its current U.S. hub on the West Coast, and then launch new centers in Western Europe, China and Latin America. Each hub will consist of a team of professionals skilled in the IBM Smarter Commerce offering portfolio. The Publicis Rosetta team will work in concert with a local IBM team and local agency professionals to deliver software and services with IBM Smarter Commerce related offerings for clients.

    Publicis Groupe breaks down the nearly $600MM global market opportunity by 2015 as: approximately $390MM in North America; $130MM in Western Europe (France, UK and Germany); $30MM in China; and $30MM Latin America (primarily Chile and Brazil).

    As part of the expanded focus on the global market, Publicis Groupe will continue to deliver commerce solutions for leading brands at a consistent and global scale while integrating the following critical components: a full life-cycle strategy powered by customer-centric market intelligence; world-class multi-channel customer experience and creative; and enterprise-level tech strategy, execution and servicing; and continuous product-based innovation.

    IBM's Smarter Commerce initiative, launched in March 2011 is an approach designed to accelerate key business processes covering the marketing, sales, commerce, supply chain and customer service functions of business clients to help meet the needs of the increasingly demanding digital customer. The partnership will offer IBM software that supports Web analytics, digital marketing and eCommerce, including product lines such as IBM Coremetrics, Unica, DemandTec, Tealeaf, ILOG, Cognos and SPSS, among others.

    Jean-Yves Naouri, Chief Operating Officer of Publicis Groupe and Executive Chairman of Publicis Worldwide said, "A key reason for Publicis Groupe's acquisition of Rosetta was to continue to build technology driven differentiation in the market. Our expanded partnership is a clear statement of our ongoing confidence in Rosetta's differentiated value proposition centered on personalization and commerce."

    Rosetta President, Tom Adamski continued, "In the past, marketing was a distinct activity that led consumers through the various stages of the 'funnel,' culminating in the transaction. That's no longer the case. The transaction is now at the very center of the brand experience and the beginning of a potentially deep and long-lasting relationship between the brand and the consumer that technology has made possible for marketers to achieve at scale. Expanding our partnership with IBM, we can help clients realize the full potential."

    Publicis Groupe projects the expansion will generate commerce-related revenues for Rosetta alone approaching $100MM by 2013, and expects to grow rapidly to total commerce-related revenue of over $300MM by 2015.

    About Publicis Groupe

    Publicis Groupe [Euronext Paris FR0000130577, part of the CAC 40 index] is the third largest communications group in the world, offering the full range of services and skills: digital (Digitas, Razorfish, Rosetta, VivaKi), traditional advertising (BBH, Leo Burnett, Publicis Worldwide, Saatchi & Saatchi), public affairs, corporate communications and events (MSLGROUP), media buying and strategy (Starcom MediaVest Group and ZenithOptimedia) and specialized communications with PHCG (Publicis Healthcare Communications Group). Present in 104 countries, the Groupe employs 56,000 professionals.

    www.publicisgroupe.com | Twitter: @PublicisGroupe | Facebook: www.facebook.com/publicisgroupe

    Viva la Difference!

    About Rosetta

    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Our mission is to be a catalyst for growth, driving material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Our unique capabilities and the way we activate them have enabled our market leadership position, operating as an independent brand in the Publicis Groupe of global agencies.

    More information on Smarter Commerce can be found at: www.ibm.com/smarterplanet/us/en/smarter_commerce/overview/

    To join the conversation, follow hashtag #smartercommerce on Twitter

    Rosetta Recognized as a Strong Performer In Customer Engagement Agency Report by Independent Research Firm

    PRINCETON, N.J., Nov. 20, 2012 /PRNewswire/ -- 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 rated Rosetta as a strong performer in its November 2012 report, The Forrester Wave™: Customer Engagement Agencies, Q4 2012. The agency's Current Offering was rated second highest of 13 agencies evaluated in what Forrester termed an "emerging market."

    More than 50 agencies were invited to participate in the inaugural evaluation of Customer Engagement Agencies, which Forrester defines as "agencies that focus on defining customer-oriented business strategies and mapping them to tactics and execution. They help clients maximize customer profitability and optimize customer experiences by applying data and analytics to every interaction." Only 13 agencies met Forrester's selection criteria of extensive cross-channel enablement capabilities, enterprise interest and corporate revenues in excess of $50 million.

    Participants were evaluated on 19 criteria. Rosetta's Current Offering received the second highest score among all vendors for its business strategy capabilities, among the highest scores for orchestration of customer engagement activities and technology integration, and the highest score among all vendors for onboarding and change management. Along with another vendor, Rosetta received the third highest score among all vendors for customer journey mapping.

    The report noted, "Rosetta ... evolved from a legacy of marketing and analytics consulting. This is still evident in some of the agency's core strength areas: creating holistic business strategies, managing technology integrations and managing organizational change, from design to training."

    "Customer Engagement is in Rosetta's DNA," said Rosetta Chief Operating Officer Mark Taylor. "Everything we do is focused on helping brands understand the market and their customers, converting unique insights on target segments into meaningful interactions that drive awareness, engagement and purchase intent and helping brands transform their businesses to center around their customers and their journey. We are pleased that Forrester has decided to conduct a Wave on this type of agency focus, which we believe validates the importance of leveraging data and insight to build smarter, customer-oriented businesses." 

    In 2012 Rosetta was also ranked a "Strong Performer" by Forrester in two additional Wave reports – The Forrester Wave™: US Digital Agencies – Mobile Marketing Strategy And Execution, Q1 2012 and The Forrester Wave™: Global Commerce Service Providers, Q1 2012.

    To download a complimentary copy of the Customer Engagement Agencies Wave report, visit rosetta.com/customer-engagement-agencies-wave.

    About Rosetta

    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Our mission is to be a catalyst for growth, driving material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Our unique capabilities and the way we activate them have enabled our market leadership position, operating as an independent brand in the Publicis Groupe of global agencies.

    Grant McDougall Joins Rosetta as Managing Partner of Technology & Telecommunications Practice

    Princeton, NJ, November 8, 2012 - Rosetta, an independent brand in the Publicis Groupe of global agencies and one of the nation’s largest digital and direct interactive agencies, today announced that Grant McDougall has been named Managing Partner of the Technology & Telecommunications Practice, a new position.

    McDougall previously worked as a consultant with WPP and Group M. He will be based in Rosetta’s San Francisco office and reports to President Tom Adamski.

    In his new role, McDougall will grow the Technology & Telecommunications Practice and serve as a vital part of the agency’s West Coast leadership. With more than 16 years of digital marketing and operational expertise, he will work to cement Rosetta’s stature in the marketplace by delivering consistent and progressive value for clients utilizing the agency’s full suite of services.

    “Grant brings a wealth of leadership experience in global technology and entertainment marketing, consulting, business development and client relationship management,” said Rosetta President Tom Adamski. “Throughout the course of his 16-year career, he has focused on delivering measurable value for clients across all marketing channels, which makes him an ideal fit for Rosetta, and we look forward to his contributions as an integral part of our leadership team.”

    Prior to his work as a consultant, McDougall was Managing Director for Publicis Modem, where he was responsible for the Global Hewlett Packard relationship and the merger and integration of Modem Media into Publicis in London. He previously worked at leading marketing agencies such as Carat, Vizeum and Aegis Media.

    “I’m excited to join the leadership team of Rosetta and help grow the agency’s business in one of the most important and exciting areas in digital marketing,” said McDougall.

    McDougall attended Charles Sturt University in Bathurst, Australia.

    About Rosetta

    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Our mission is to be a catalyst for growth, driving material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Our unique capabilities and the way we activate them have enabled our market leadership position, operating as an independent brand in the Publicis Groupe of global agencies.

    2012 Presidential Campaigns Lacking in Digital Media Chops

    Obama and Romney Campaigns Have Missed Significant Online Messaging Opportunities, Reveals New Study From Rosetta on Paid and Organic Search, Earned Media

    PRINCETON, NJ, November 5, 2012 – Despite a combined total of $2.5B1 spent on fundraising and campaigning for the 2012 Presidential election, the Obama and Romney campaigns have both failed to seize a staggering number of online messaging opportunities, according to a new study released by digital and direct interactive agency Rosetta.

    The study reveals a number of key insights for marketers by showing where the Presidential campaigns have been effective and where they have missed good opportunities to reach potential voters through paid and organic search and earned media.

    Key findings from Rosetta’s study of the two campaigns’ vastly different digital strategies include:

    1. Overall exposure for important topics from both campaigns has been remarkably low within search engines. Neither candidate has good brand presence for “Budget,” “Jobs,” “Economy,” or “Taxes on Wealthy.”
    2. Both campaigns demonstrate the importance of “Reputation Management” within search engine results pages by bidding on the other’s brand terms. Governor Romney’s campaign has bid on the Obama brand 35+% of the time, while President Obama’s campaign has bid on the Romney brand only 17% of the time. However, President Obama’s campaign shows stronger owned media by providing multiple pro-Obama content choices.
    3. President Obama has nearly five times the total number of impressions of Display Advertising ad units during 2012, but Mitt Romney is closing the gap during Q3 and early Q4 with a more aggressive strategy.
    4. The Obama campaign is much more invested than the Romney campaign in the mobile search environment, both at the national and swing state level.
    5. President Obama has the most exposure in paid and owned search engine listings and display for Foreign Policy terms (37+%).
    6. Governor Romney has most exposure in paid and owned search engine listings and display for Vice President terms (58+%). Interestingly, his campaign has no presence for healthcare-related terms.

    “We were shocked to see an extraordinary amount of ‘Paid Search white space’ for a variety of issues that have been central to both Presidential campaigns,” said Jason Tabeling, Partner, Search and Media at Rosetta. “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. Both Presidential campaigns would have benefitted from a deeper analysis of how best to reach potential voters through digital media, and our research reveals some important lessons for the campaigns – and also for marketers – on the importance of an effective digital strategy."

    For additional information and to download a full copy of the study, please visit: http://www.rosetta.com/about/thought-leadership/Election-2012-Insights-from-the-Candidates-Online-Campaigns.html.

    1Center for Responsive Politics, http://www.mdgadvertising.com/election2012/

    About Rosetta

    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Our mission is to be a catalyst for growth, driving material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Our unique capabilities and the way we activate them have enabled our market leadership position, operating as an independent brand in the Publicis Groupe of global agencies.

    John Copeland Joins Rosetta as Co-Leader of Marketing Strategy & Insights Practice

    Princeton, NJ, October 23, 2012- Rosetta, an independent brand in the Publicis Groupe of global agencies and one of the nation’s largest digital and direct interactive agencies, today announced that John Copeland has been named Managing Partner, Co-Leader of the Marketing Strategy & Insights Practice, a new position. Rosetta’s Marketing Strategy & Insights Practice was previously known as the Rosetta Consulting Group.

    Copeland joins the agency from McKinsey & Company, where he was the Co-Leader, North America Consumer and Shopper Insight Practice. He will be based in Rosetta’s Chicago office and report to Rosetta’s Chief Operating Officer Mark Taylor.

    In his new role, John will partner with Jay Lichtenstein, who was recently promoted from within the agency, to meet cultural and strategic goals that have been established for the Marketing Strategy & Insights Practice and strive to accelerate growth.

    “John’s impressive background of global and industry-specific vertical experience gleaned throughout the course of his 17+ year career makes him an ideal partner to co-lead our Marketing Strategy & Insights group with Jay Lichtenstein,” Mark Taylor said. “Together they will continue to develop Rosetta's intellectual property in the space and drive further penetration of our consulting services into our broader client base generating increasingly relevant programs and additional client business impact.”

    "As a consulting-centered agency, Rosetta is able to focus on solving clients’ core business problems, a challenge that is particularly appealing to me because it offers the opportunity to make a difference in an industry that has changed dramatically throughout the last few years,” said John Copeland. “I’m excited to join the leadership team of this extraordinary organization.”

    Prior to McKinsey, Copeland worked at the Zyman Group as Managing Principal and Practice Leader, Analytics Practice. Earlier in his career, he worked at Accenture, as Partner and Leader, Global Customer Insight and Analytics Practice, and at Prophet as Partner and Leader, Global Customer Research and Analytics Practice. 

    Copeland has a Bachelor of Arts in Psychology from the University of Michigan and a Ph.D. in Psychology from the University of Minnesota.

    About Rosetta

    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world.

    Our mission is to be a catalyst for growth, driving material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time.  

    Our unique capabilities and the way we activate them have enabled our market leadership position, operating as an independent brand in the Publicis Groupe of global agencies.

    Independent Analyst, Peter Burris, To Headline Inaugural Event Of Rosetta’s Marketing Innovation Series

    San Jose, CA, October 17, 2012 – Rosetta announced today that B2B expert and guest speaker, Forrester Research, Inc. Vice President and Research Director Peter Burris, will offer Silicon Valley technology marketers his insights into the B2B customer journey at the inaugural event of Rosetta’s Marketing Innovation Series on November 1. The event will be held at Rosetta’s new San Jose office located at 10 Almaden Boulevard, Suite 650 (Sixth Floor), San Jose, CA, 95113.

    Rosetta is an independent brand in the Publicis Groupe of global agencies and is one of the nation’s largest digital and direct interactive agencies. Its new Marketing Innovation Series is designed to provide key insights and practical advice to Silicon Valley B2B marketers about the channels, devices and content necessary to reach today’s technology buyers and drive breakthrough results.

    “With more channels and constrained resources, marketers face a significant challenge in connecting with their customers in a meaningful way,” said Curt Van Inwegen, Partner in Rosetta’s Technology & Telecommunications vertical. “Fortunately, we have tools that can improve these conversations, like real data on the audiences, channels, devices and content that really matter at precisely the right moments in the purchase process. We are excited to have Peter and our panelists dive into some specific approaches that redefine how we sell technology products."

    At the November 1 event, Burris will discuss:

    • Major, permanent changes in the technology industry that are transforming the way customers want to be engaged;
    • Today’s B2B buyer journey;
    • Where today’s technology marketers are most ineffective;
    • How to better understand who, when and how to target customers;
    • Opportunities to modify a marketing strategy to drive immediate results.

    A panel discussion and audience question-and-answer session will follow Burris’ presentation. The panel discussion will be comprised of Rosetta technology marketing experts who will discuss ways to identify, engage and activate key technology buyers across mobile and social channels. The panelists will include:

    • David Worth, Associate Partner, Rosetta Marketing Strategy & Insights Group;
    • Daniel Blackburn, Vice President of Mobile, Rosetta;
    • Doug Klein, Associate Partner, Marketing, Rosetta.

    For more information about the event, or to register, please visit:
    http://www.rosetta.com/marketing-innovation-series

    About Rosetta

    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Our mission is to be a catalyst for growth, driving material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Our unique capabilities and the way we activate them have enabled our market leadership position, operating as an independent brand in the Publicis Groupe of global agencies.

    Rosetta’s Daniel Blackburn Partners with Alliance Data’s Scott Gamble to Lead Mobile and Retail Commerce Session at DMA 2012

    Princeton, NJ, October 16, 2012 – Rosetta announced today that Daniel Blackburn, Vice President of Mobile, is partnering with Scott Gamble, Vice President of Digital Solutions for Alliance Data Retail Services, to present a session focused on mobile and retail commerce at this week’s DMA 2012 Annual Meeting, hosted by the Direct Marketing Agency. DMA 2012 is being held October 13-18 at Mandalay Bay in Las Vegas, Nevada. Blackburn’s and Gamble’s session, titled “Flash! How Immediacy and LBS Drive Retail Transactions,” will be presented on October 17, 10-10:45 a.m. MT.

    Rosetta is an independent brand in the Publicis Groupe of global agencies and is one of the nation’s largest digital and direct interactive agencies. Alliance Data Retail Services is a leading provider of private label and co-branded credit cards, managing more than 100 programs for some of North America’s best-known brands.

    “As part of today’s multi-channel world, retailers are being forced to adapt to a ‘culture of immediacy,’ where consumers now expect to have what they want, at any time,” said Daniel Blackburn, Vice President, Mobile at Rosetta.  “In retail, we've seen an evolution through many stages, each time driven by consumer demands and technology enablement.”

    “Shoppers today want the ability to interact with retailers wherever they are, whenever they choose—in many ways, it’s a retailer’s dream come true, as an invitation to be a constant companion to the brand-loyal shopper,” said Scott Gamble, Vice President of Digital Solutions for Alliance Data Retail Services. “That’s the promise of there-when-you-need-it mobile engagement: to delight consumers with brand-building services that are, literally, always at hand.”

    In the presentation, Blackburn and Gamble will share best practices and real-world case studies to show how brands can capitalize on today’s "culture of immediacy" by pinpointing the channels, messages and devices that consumers want at the precise moments they want them. Session attendees will get:

    • A clear view of the existing opportunities for retailers to integrate mobile into their marketing mix;
    • The most effective ways to leverage tools such as flash sale sites, in-store coupons and QR codes;
    • How to deliver experiences that ensure success over time.

    For more information about the session and to RSVP, please visit:
    http://www.vivastream.com/events/dma2012/sessions/311415

    About Rosetta

    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Our mission is to be a catalyst for growth, driving material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Our unique capabilities and the way we activate them have enabled our market leadership position, operating as an independent brand in the Publicis Groupe of global agencies.

    About Alliance Data

    Alliance Data® (NYSE:ADS) and its combined businesses is North America’s largest and most comprehensive provider of transaction-based, data-driven marketing and loyalty solutions serving large, consumer-based industries. The Company creates and deploys customized solutions, enhancing the critical customer marketing experience; the result is measurably changing consumer behavior while driving business growth and profitability for some of today’s most recognizable brands. Alliance Data helps its clients create and increase customer loyalty through solutions that engage millions of customers each day across multiple touch points using traditional, digital, mobile and other emerging technologies. Headquartered in Dallas, Alliance Data employs nearly 9,000 associates at more than 50 locations worldwide.

    Alliance Data is a leading provider of marketing-driven credit solutions, and is the parent company of Epsilon®, a leading provider of multi-channel, data-driven technologies and marketing services, and LoyaltyOne®, which owns and operates the AIR MILES® Reward Program, Canada’s premier coalition loyalty program. For more information about the company, visit our web site, www.AllianceData.com, or you can follow us on Twitter at www.Twitter.com/AllianceData.

    Rosetta Promotes Eight to Partner

    Princeton, NJ, October 11, 2012 – Rosetta, an independent brand in the Publicis Groupe of global agencies and one of the nation’s largest digital and direct interactive agencies, today announced that Katherine Battle, Shawn Cornelius, Kristy Croft, Stephen Kimm, David McClain, Joe Shuster, Tammy Soars and Jason Tabeling have been promoted to the position of Partner. All were previously Associate Partners at Rosetta.

    Rosetta Chairman and CEO Chris Kuenne said, “It gives me great pleasure to recognize the exceptional contributions of our team members by shining the spotlight on those who have reached significant milestones in their careers here at Rosetta. These promotions celebrate a group of leaders who have been instrumental in driving impact for us in a variety of capacities, including the development of our people, building client relationships and growing our brand awareness and recognition in our industry and in the practice areas in which they serve.”

    Katherine Battle, Consumer Products & Retail
    Battle has played a significant role driving strong business results for many of Rosetta’s key digital and direct clients. She recently assumed leadership of the Customer Relationship Management team working to hone the agency’s capabilities, successfully gain new client engagements and integrate with other agency teams to enable successful client impact. She is based in Rosetta’s Hudson Street, New York office.

    Shawn Cornelius, Technology
    Cornelius plays a pivotal role within Rosetta’s Technology Special Practice Area, is an accomplished Solution Architect and is a key leader for many of Rosetta’s most successful client accounts. Shawn has been instrumental in bringing several new technology offerings to market and in helping to diversify Rosetta’s technology portfolio. These efforts have led to important new incremental revenue and a healthy pipeline of future opportunities for the agency. He is based in Rosetta’s Cleveland office.

    Kristy Croft, Search and Media
    Since joining Rosetta in 2006, Kristy has led delivery for many of Rosetta’s largest Search and Media Special Practice Area accounts. She has introduced several major enhancements to Rosetta’s delivery model which have led to a 96 percent client retention rate. She is based in Rosetta’s Cleveland office.

    Stephen Kimm, Healthcare
    Since joining Rosetta in 2007, Kimm has led a number of the agency’s broader healthcare agency relationships and will be driving the expansion of Rosetta’s healthcare presence in Europe. Previously based in Rosetta’s Princeton office, he will be relocating to the agency’s London office.

    David McClain, Creative and Customer Experience
    Since joining Rosetta more than a year ago, McClain has flawlessly supported client work with innovation and creativity. In addition, he has improved the office culture through his commitment to creating great work, actively collaborating and inspiring an overall positive atmosphere. He is based in Rosetta’s Los Angeles office.

    Joe Shuster, Consumer Products & Retail (CPR)
    Shuster joined Rosetta in 2006 as a Director in CPR where he helped to establish and refine the agency’s deliverables and methodology for IBM WebSphere Commerce projects. His leadership and work is now leveraged in every WebSphere Commerce project in the agency. He is based in Rosetta’s Cleveland office.

    Tammy Soares, Consumer Technology and Communications
    As the location leader for Rosetta’s San Luis Obispo office, Soares manages approximately 35 percent of the total revenue within the agency’s Consumer Technology and Communications vertical. She joined the agency in 2008 and was recognized in 2009 as Employee of the Year.

    Jason Tabeling, Search and Media
    Since joining Rosetta in 2006, Tabeling has been instrumental in driving the growth of the Search & Media Special Practice Area. He recently assumed the role of Business Unit Leader for the Search & Media Special Practice Area which is on track to grow by more than 40 percent this year. He is based in Rosetta’s Cleveland office.

    About Rosetta

    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Our mission is to be a catalyst for growth, driving material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Our unique capabilities and the way we activate them have enabled our market leadership position, operating as an independent brand in the Publicis Groupe of global agencies..

    Rosetta Promotes Four to Managing Partner

    Princeton, NJ, October 11, 2012 – Rosetta, an independent brand in the Publicis Groupe of global agencies and one of the nation’s largest digital and direct interactive agencies, today announced that Mark Eckman, Paul Elliott, Jay Lichtenstein and Alex Mahernia have been promoted to Managing Partner. Rosetta Chairman and CEO Chris Kuenne said, “Rosetta is committed to developing and retaining our agency’s top talent, and I couldn’t be more excited to see Mark, Paul, Jay and Alex promoted to Managing Partner. They have personally helped drive our business forward and differentiated Rosetta within the broad landscape of interactive agencies. We’re proud to call them family and expect them to drive continued market impact for Rosetta.”

    The recently named Managing Partners are:

    Paul Elliott, Consumer Products & Retail
    Elliott has 15 years of experience in helping some of the industry’s top brands achieve significant results and return on investment from their interactive marketing initiatives. He founded eMergent Marketing in 2004, which quickly became one of the fastest growing search engine marketing firms in the Midwest. When eMergent Marketing was acquired by Brulant in 2006, Elliott led the agency’s Search & Media team to exponential growth. Since Rosetta acquired Brulant in 2008, he has managed and/or supported many of Rosetta's most significant retail relationships including: OfficeMax, Jo-Ann Fabric & Craft Stores, Macy's, Justice, Express, Helzberg Diamonds, Sephora, and more. He is based in Rosetta’s Cleveland office.

    Mark Eckman, B2B
    Eckman has more than 20 years of eCommerce, process design, supply chain, information technology, interactive marketing and consulting experience across a variety of industries. Most recently, he served as a Client Service Team Managing Director at Rosetta where he led a portfolio of Retail and B2B teams in eCommerce, SEO/SEM, web analytics, interactive marketing and advanced technology solutions. He also led Rosetta’s 250-person Technology Special Practice Area (SPA) where he transformed four disparate Technology practice groups, drove the creation of a new operating model and improved delivery across dozens of clients. Prior to joining Rosetta, Eckman was an Associate Partner with Accenture. He is based in Rosetta’s Cleveland office.

    Alex Mahernia, Creative & Customer Experience
    Mahernia co-founded LEVEL Studios, which was acquired by Rosetta in 2010, where he managed a variety of teams/disciplines as Vice President of Professional Services, Technology Manager and Chief Creative Officer. He has become an integral part of Rosetta’s CCX organization and been instrumental in driving coast-to-coast operational growth, cultivating a culture of innovation and fostering management transparency through networking and adaptability. He has also served as a key contributor to Rosetta’s Technology/CCX task force where he helped Rosetta’s largest business units collaborate. He is based in Rosetta’s San Luis Obispo office and will continue to report to Rosetta’s Chief Creative Officer, Gary Scheiner.

    Jay Lichtenstein, Marketing Strategy & Insights
    Lichtenstein is the co-leader of Rosetta's Marketing Strategy and Insights group, which is a core differentiator for Rosetta as an agency. With almost 20 years of marketing strategy consulting experience, Jay has used insights to drive significant growth for his clients across a variety of industries, including Consumer Packaged Goods, Retail/eCommerce, Technology, Healthcare and Financial Services. During his 5 ½ year tenure at Rosetta, he has led engagements on segmentation development, brand strategy development, brand portfolio optimization, value proposition development, new product development and marketing implementation. He has expertise across a wide range of research techniques, which he uses to develop new insights and breakthrough strategies for clients. Prior to working at Rosetta, he was the CEO of a start-up technology/healthcare company called HeartWatch, providing patients the innovative technologies (and services) to check their heart condition over the phone, from anywhere, 24/7. Before the start-up, he spent a number of years as a marketing strategy consultant at both Monitor Company and The Cambridge Group. He holds an MBA with honors from the University of Chicago and a BBA with distinction from the University of Michigan Ross School of Business. He is based in Rosetta’s Princeton headquarters office.

    About Rosetta

    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Our mission is to be a catalyst for growth, driving material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Our unique capabilities and the way we activate them have enabled our market leadership position, operating as an independent brand in the Publicis Groupe of global agencies.

    Rosetta Promotes Tom Adamski to President & Mark Taylor to Chief Operating Officer

    Princeton, NJ, August 28, 2012 — Rosetta, an independent brand within the Publicis Groupe of global agencies and one of the nation’s largest digital and direct interactive agencies, today announced that Tom Adamski and Mark Taylor have been promoted to President and Chief Operating Officer, respectively. Adamski was previously the Chief Consumer Technology & Entertainment Officer for Rosetta, while Taylor served as Chief Marketing Operations Officer. Both will report directly to Chairman and CEO Chris Kuenne who will continue to steer the agency’s overall direction and growth.

    “Since joining the Publicis Groupe, we’ve experienced continued growth and are gaining new opportunities as part of the Publicis family,” said Kuenne. “This growth is being driven by demand for our differentiated expertise in creating personally relevant brand experiences across channels and over time and our leadership position in building and optimizing Commerce ecosystems. We are fortunate to have arrived at a point where we needed to adjust our leadership structure to help scale the business as we prepare for the next phase of growth on a global basis. As CEO, I will continue to focus on working directly with the Publicis Executive Committee and our sister agencies in the Groupe to bring Rosetta’s differentiated value proposition to clients around the globe as well as to continue building Rosetta’s leadership team to support our global expansion. With all of the new client opportunities, I am excited for Tom Adamski and Mark Taylor to lead the operational efforts of the agency so we make sure we deliver on our promise to transform marketing for clients around the world. It’s critical that we have leaders who are able to work collaboratively to strengthen each element of our agency. Tom and Mark are proven leaders with complementary strengths, and we will benefit enormously from their new areas of focus.”

    Adamski and Taylor will share day-to-day operational responsibilities across Rosetta's vertical industry practices and solution groups. Rosetta will capitalize on their respective strengths and prior leadership experience within the agency to drive Rosetta's financial planning process, delivery excellence and impact as well as the overall agency culture. 

    Tom Adamski drove the branded experience capabilities for the agency as well as the Marketing and Business Development groups. As President, he will continue to drive Rosetta's fast growing Commerce business and continue his leadership of Marketing and Business Development. In addition, Adamski will oversee the Technology and Creative & Customer Experience groups, including their integration and operational implementation across all of Rosetta's industry verticals, as well as continue his leadership of the Technology & Telecommunications and Emerging verticals.  

    Mark Taylor’s role as COO will allow him to leverage his solutions-based roots to continue driving personalized consumer lifecycle management as one of Rosetta’s core differentiators across all solutions and to continue to strengthen the operational model. He will also have direct responsibility for helping grow the approach and capabilities in the Consumer Products & Retail and Distribution & Manufacturing verticals.

    About Rosetta

    Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Our mission is to be a catalyst for growth, driving material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Our differentiated approach for transforming consumers to customers and ultimately advocates for your brand includes a delivery model that identifies, engages and activates customers within four core solution areas: Consulting & Insights, Branded Interactions, Commerce+, and Customer Relationship Management. Our unique capabilities and the way we activate them have enabled our market leadership position, operating as an independent brand in the Publicis Groupe of global agencies.

    PharmaVoice 100: “Shannon Hartley, Breaking New Ground”

    Being named vertical leader of healthcare at Rosetta was not just a milestone for Shannon Hartley, but for her company as well; she is the first woman to achieve a vertical leadership position at the agency.  Ms. Hartley who is also a Managing Partner, has made significant contributions to Rosetta’s success by tirelessly working on behalf of her clients to help drive their business and by coaching and developing her team members.

    Those  with whom work she works with says Ms. Hartley will approach her new expanded role as she does everything else, with grace, tenacity, and success.  She is an inspirational and rare leader, who fosters loyalty and admiration among those fortunate enough to work with her. 

    Ms. Hartley’s dedication extends to her work and her clients,.  She starts by gaining a central understanding of what a client’s core needs are and coaches her team to think through and ask the key questions that will uncover those needs.  She has an unwavering commitment to deliver unsurpassed client value and she has an unfaltering can-do attitude that pushes her teams to excel and be creative if a solution does not currently exist. 

    Ms. Hartley began her career at Proctor & Gamble, where she developed consumer insights to drive flagship brands Pampers and Tide.  She also created the first approach linking consumer shopping needs, attitudes, and behaviors with P&G brand insights to drive profitable growth for both retailers and brands. 

    In addition, Ms. Hartley is committed to advancing women’s careers and serves as an executive sponsor and advocate for the new Rosetta’s Women’s Network.  She is also an active member of the Healthcare Businesswoman’s Association (HBA) as well as a member of the steering committee for Publicis’ Viva Women, a group dedicated to providing mentoring, career advancement, and sponsorship opportunities for women across agencies within the global Publicis Groupe.

    Auge Reichenberg Joins Rosetta as Executive Creative Director for Healthcare

    PRINCETON, N.J., June 13, 2012 /PRNewswire/ -- Rosetta, an independent brand in the Publicis Groupe of global agencies and one of the nation's largest digital and direct interactive agencies, today announced that Auge Reichenberg has joined the agency as Executive Creative Director for Healthcare. She comes from Draftfcb New York, where she served as Executive Vice President, Group Creative Director. Reichenberg will work on a number of key accounts within the agency's Healthcare Vertical and report directly to Chief Creative Officer Gary Scheiner. She will also sit on the agency's Healthcare Leadership Team, partnering with Managing Partner, Shannon Hartley. Ms. Reichenberg will be based out of Rosetta's 5th Avenue office in New York City.

    The move reunites Reichenberg and Scheiner, who have worked on and off together for nearly 15 years at Draftfcb and MRM Worldwide. It also reunites Reichenberg with a former Draftfcb creative partner, Toni Hess, currently theRosetta Executive Creative Director in New York.

    "I'm thrilled to be working with Auge again, and I can't wait to feel her impact on current and future clients," said Rosetta Chief Creative Officer Gary Scheiner. "Her track record of creating award-winning creative work in the healthcare space combined with her attention to building meaningful client relationships is exactly what we were looking for in our search."

    "I couldn't be more excited to join Rosetta's growing team," said London-born Reichenberg. "I'm energized by the opportunity to make a difference in people's lives, and Gary and his team are doing the kind of work that gives me an opportunity to do exactly that."

    "Auge has had transformational impact with leading healthcare brands, creating integrated brand experiences for multi-national clients," added Rosetta Managing Partner Shannon Hartley. "For us, she will help bring to life our promise of creating connections that matter."

    At Draftfcb New York, Reichenberg was a Creative Lead for Consumer Healthcare, where she helped drive that agency's growth and creative success. While there, she created and led campaigns for Gilenya (Novartis), Prolia (Amgen), Spiriva (Boehringer Ingelheim and Pfizer) and MetLife, among many others. Prior to joining Draftfcb, she worked at McCann Erickson/MRM (New York) as Vice President, Associate Creative Director.

    Her work has won numerous industry awards, including the MM&M Awards, multiple Gold DTC Pharma Awards, Rx Club Award and Rx Club Award of Excellence, Clio Awards, Art Director's Club, Gold Echo Award, and multiple Caples Awards, and she has served as a judge at the Cannes International Advertising Festival and the Effie Awards.

    She has a Bachelor of Arts (with Honors) in Graphic Design from Central St. Martins (School of Art) in London, England.

    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.



    PR Newswire (http://s.tt/1ekbR)

    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