We live in a connected world. Options are endless, gratification is instantaneous, and everything is now literally at our fingertips. It’s a scary time to be a marketer. It’s a thrilling time to be a marketer. Not only because we know more about consumers than ever before, but also because we’ve never had so many ways to reach them. Social networks, mobile technology, new media of every kind. The list goes on, but it all comes down to one thing: a sea change in the way brands communicate and interact with consumers. This transformation is greater than anything we’ve seen since the advent of television in the 1950s.
It was The Golden Age of Marketing. With the first coast-to-coast television broadcast in 1951, recognized (if now beleaguered) stalwarts like ABC, NBC, and CBS sprang up to create for the first time mass markets of people seeing, hearing and buying the same things. It ushered in the era of Researchers, Brand Managers, and the Mad Men of the advertising world. They analyzed consumers, developed the brands, framed the ads, and shaped the stories that showed us in living color how perfect everything could be if only those consumers would buy the product. Consumer Packaged Goods companies and the marketing agencies that supported them proliferated. And it all worked beautifully, with great selling lines that ranged from “Plop, plop, fizz, fizz, oh what a relief it is!” to “Tastes great, Less filling.” All the way to the iconic moment when football’s biggest, meanest player, Joe Green, melted our hearts by accepting a Coke after a particularly tough game from a young fan and returned the favor by giving the young boy his jersey.
But the world has evolved, fueled by the rise of the Internet, and the technology boom that ensued in the late 90’s. Consumer behavior has changed forever, making the “Tell and Sell” marketing model nearly moribund. Consumers are now no longer content to receive information passively. The new consumer wants to engage and interact with the brand in an authentic and meaningful way. Which is why the legacy system of marketing, still in play at so many other agencies, just can’t deliver the business impact it once could. The buyer has changed channels.
Reaching consumers and truly connecting with them in a meaningful way are two very different things. Real emotional connection demands a deeper understanding of the consumer’s needs and attitudes. It requires marketers to identify compelling and personal ways to become—and remain—relevant to them. It begs us to re-imagine and transform marketing itself. At Rosetta, that’s exactly what we’re in the business of doing.
Rosetta is built for what I’ll call The Second Golden Age of Marketing, seamlessly integrating strategic insights, ideas and programs and technology to drive material and measurable business impact for our clients. Our approach focuses on transforming marketing by discovering unique insights about a brand’s best consumers and connecting with them in more innovative and personally relevant ways across all touch points and over time.
While the legacy system of marketing (now more than fifty years old and which focused on creative campaign management and a monologue delivered through controlled channels) may have worked for the Researchers and Brand Managers of the Mad Men era, it is simply not relevant any more. The new model—our model—delivers interactive experiences fueled by insights, translated into relevant content, and delivered, measured and optimized across technology platforms and connected devices. It requires a whole new type of skills and a new type of marketing partner who can fly with confidence into uncharted realms, imagine new types of solutions and construct the platforms and connections that the marketers of this new Golden Age need for success.
Now that you know our raison d’être (reason for being), we’d like you to know what truly motivates and distinguishes us. At Rosetta, we see ourselves beyond the limitations of titles and disciplines. We envision ourselves as pilots, inventors, and builders for a connected world. Our team embodies the skill, qualities, and aspirations that the new world of marketing requires. Our culture unites us and inspires us to help our clients achieve their goals.
We are pilots.
Pilots who can navigate the motivational landscape of your customers and set your brand on a course for success. Pilots who can fly up into the realms of their imagination and generate a brand vision that will forever fuel your consumer interest. Pilots who will deliver your strategic and creative solutions with technological sophistication and mastery.
We are inventors.
Inventors of differentiating strategies that translate into game-changing business plans designed to give you a competitive edge. Inventors of ideas that turn heads, make people think, think again, and commit your brand to memory. Inventors and reinventors of personalized customer experiences who capture users within seconds of their first click and then improve your business performance across channels and over time.
We are builders.
Builders of disciplined and focused marketing processes that pave the way for deeper customer understanding and insights. Builders of creative campaigns that impress, surprise and delight consumers while strengthening their relationship with your brand. Builders of technology from the bleeding edge of tomorrow whose flawlessly designed platforms drive customer satisfaction and deliver breakthrough business results.
We are agents of transformation. We know how to evolve and problem solve in this new world because we were engineered to master it. No other agency has our combination of strategic acumen, marketing insight, creative vision, and technological expertise united within a single business, with one P&L. Because when we put our pilots, inventors and builders from every discipline in one room to solve a problem, something magical happens—we create long-lasting, meaningful connections between brands and their very best customers and in so doing, we drive breakaway business results.
This is who we are. If it sounds a bit like who you are too, you’ve come to the right place.
Rosetta. Pilots, inventors, and builders for a connected world.