Rosetta Finds New CEO From Within

Digital agency Rosetta, owned by the Publicis Groupe, has promoted its former president and chief client officer, Tom Adamski, to CEO. Chris Kuenne, the company’s cofounder and former CEO, will take on the role of chairman. Both Kuenne and Adamski will report to Publicis Groupe Chief Operating Officer Jean-Yves Naouri.

Since Rosetta’s acquisition by Publicis Groupe in May 2011 for $575 million in cash, the agency has focused on remaking itself as a “customer engagement agency,” which Forrester Research notes are legacy database marketing companies and digital or direct agencies that are developing or have developed capabilities in “areas like customer journey mapping and business strategy consulting.”

Adamski says that Rosetta’s growth in this area came by “simplifying our business and our key client relationships.” He will continue to push the agency’s Personalized Lifecycle Management solutions—a framework designed to allow brands to understand its highest potential customers, connect with them, and maintain business relationships.

“Our mission is to be a catalyst for growth, driving material business impact by translating deep consumer insights into personally relevant brand experiences across touchpoints and over time,” Adamski said in an email to Direct Marketing News. He added that a recently opened campus on San Luis Obispo, CA, “represents a significant investment by Publicis and a vote of confidence in our business strategy, our differentiation, and our future within the Groupe.”

In a statement, Naouri  praised Adamski’s “leadership and vision” as he helped guide Rosetta’s global growth.

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