Rosetta polishes off Wishbone, announces new leadership

Share this article:
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.
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Channel

Email Newsletters

MM&M Future Leaders


Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...