Rosetta polishes off Wishbone, announces new leadership

Rosetta polishes off Wishbone, announces new leadership
Rosetta polishes off Wishbone, announces new leadership
Wishbone founder Steve Michaelson and chief strategy officer Judy Capano have retired and the shop has been absorbed into Rosetta, months after its acquisition by Publicis.

Wishbone Rosetta operated as a standalone unit following the sale of Wishbone to Rosetta at the end of 2009, but the shop has now dropped the Wishbone name and been incorporated wholly into Rosetta, which Publicis bought in May.

The Wishbone business will now operate as part of a Rosetta healthcare vertical to be led by a team of four, including Wishbone creative lead Steve Hamburg, who directs the firm's professional and brand-building capabilities, and from the Rosetta side: Jamie Peck, who leads account management and business development; Shannon Hartley, who leads the Rosetta consulting practice and project management; and Brian Lucotch, who heads technology. The team reports to Hari Mahadevan, PhD, executive officer, consulting services and healthcare at Rosetta.

Capano will stay on as a consultant to the firm, training employees and running client workshops. Michaelson will continue his work with the Make a Wish Foundation and as a board member for several industry organizations.

Healthcare is the biggest driver of Rosetta's $240 million business, having brought in $68 million last year and with healthcare-related revenues forecast to be in that range for this year. Publicis acquired the network in a $575 million, all-cash deal that gave Rosetta global reach and Publicis another leading digital healthcare company to join a stable that includes Razorfish and Digitas. Publicis has left Rosetta a standalone network while consolidating back end services for Digitas and Razorfish in its VivaKi network.

Rosetta has nine offices in the US and Canada, with New York, Princeton and Cleveland offices, in particular, handling healthcare accounts. Clients include Otsuka, Takeda, Bristol-Myers Squibb, Forest and Allergan Europe.

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