The move seems at least partly meant to help secure the
companies' long-running relationship. Apple has been moving to
bulk up its in-house marketing team, and Omnicom and Publicis's merger later this year bring a
bulk of Apple's agencies, including Omnicom's TBWA/Chiat/Day and Omnicom Media
Group, under one roof. It's unclear what impact the merger will
have on Rosetta's, or any other agency's, relationship with Apple,
but Level could be one attempt to help maintain some ownership and
confidentiality.
Rosetta already has a dedicated Apple team, but a separate
agency brand would isolate the account from other clients even
more, which might appeal to Apple given its famous concern for
secrecy. The model could even help Rosetta expand its relationship
with Apple globally if the agency were to open Level offices
abroad.
It doesn't hurt that Level is a brand with which Apple is
comfortable and familiar. West Coast digital shop Level opened its
doors in 1995 -- it went by the name Web Associates until a rebrand
in 2008 -- and began working with the consumer electronics giant a
few years later.
Rosetta acquired Level Studios in 2010, and Publicis acquired
Rosetta in 2011. Level remained independent within Rosetta and its
CEO, Tom Adamski, held onto his Level role until summer 2012, when
he was named president and chief client officer of Rosetta. Around
that time, Rosetta completely absorbed and retired the Level brand
name.
This year, Mr. Adamski assumed the role of CEO of Rosetta.
