Mr. Adamski copied the model he had implemented at his former
shop Level. He centralized Rosetta's resource-planning capability
and linked previously separate functions such as account management
and business development. He also revamped the leadership team with
20 new senior executives to support Rosetta's goal of expanding
existing business by selling broader customer-engagement
programs.
"Last year was the year where a lot of that strategy and work
that had been done kind of came to fruition," he said.
Mr. Adamski was CEO of longstanding Apple agency Level when
Rosetta acquired it in 2010. Publicis Groupe later acquired Rosetta
and elevated Mr. Adamski to CEO. More recently, he was named CEO of
a new Razorfish Global network of agencies, which
houses Razorfish, Rosetta and a newly spun-off agency called Level
to service Apple.
Clients are now flocking to Mr. Adamski's new team, structure
and customer-engagement approach.
"What started as digital support from Rosetta quickly evolved to a
full-service partnership across multiple business areas, and much
of that evolution was due to Rosetta's consumer insights," said
Todd Pendleton, CMO for Samsung Telecommunications America.
"Rosetta has a deep understanding of the Samsung customer. Their
customer-intelligence capabilities give them an ability to deliver
innovative and world-class experiences."
Rosetta won Samsung's digital business in 2014 after pitching
with a larger Publicis team and is now helping Samsung
connect directly with device owners. The shop also fields work
across digital for the tech company, including video that lives on
Samsung.com and retail experiences.
In 2014, e-commerce and content were the two fastest-growing
parts of Rosetta's business.
Supporting that growth was a technology the shop built to
connect Adobe and IBM systems to get different web functions --
e-commerce and content, for instance -- to work together. The shop
used this tool to build a new "content-rich" e-commerce platform
for a fashion client, for example.
Demand for content from Rosetta's 35-person animation and
production studio in its San Luis Obispo, Calif., headquarters was
also up significantly this past year. That content spanned formats
such as mobile apps, TV ads and educational materials for
health-care sites, the agency said.
For Activision's Call of Duty, Rosetta was tasked with managing
data inputs from more than 40 million gamers. After defining
profiles of various players and pinpointing their motivations, the
shop built a predictive model to determine when a gamer was
reaching fatigue and would send a targeted message to keep him or
her engaged. In some cases, the messages would come through video
content meant to drive micro-transactions within a game. As a
result, the company saw a 15% increase in gamer retention and a
170% increase in revenue from existing customers, the shop
said.
For other clients, like Timberland, the shop lead a data and
analytics exercise that helped shape not only digital content but
also actual products, the agency said. With the insights, the
company redefined its core customer and product to be less hardcore
outdoor enthusiast and more lifestyle-oriented, which ultimately
boosted flat revenues and revamped the brand's image.
