Rosetta drops Wishbone, names team

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Wishbone founder Steve Michaelson and chief strategy officer Judy Capano retired last month as the shop was absorbed into Rosetta, which acquired the agency a year-and-a-half ago.

Wishbone Rosetta operated as a standalone unit following the sale but 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 Harley, 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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