Scheiner takes on chief creative role at Rosetta

Gary Scheiner

Former TBWA/Chiat/Day executive creative director Gary Scheiner has joined interactive agency Rosetta in the newly created role of chief creative officer.

“In a lot of respects, Rosetta is a great secret,” Scheiner said. “They've spent the last 11 years building up a capability in audience insights and segmentation that, from all the research I've done, is some of the best in the industry.”

Part of TBWA/Chiat/Day since 2007, Scheiner founded the agency's consumer healthcare practice and led its WorldHealth unit and oversaw non-healthcare clients such as Michelin, Cablevision and Majestic Steel.

Scheiner explained he was attracted to Rosetta based on its reliance on data to inform its decisions and creative.

“Lots of shops do great creative but getting down to how your audience behaves has always been an additive for most agencies. This is the complete opposite,” he said.

“I'm excited to come here and instill that philosophy that creative can have a huge impact on the bottom line,” he added.

Scheiner serves on the board of directors and is the director of judging for the John Caples International Direct Marketing Awards.