Pirelli Extends Agency of Record Partnership with Rosetta

Tire Designer and Manufacturer to Expand Digital Marketing

PRINCETON, NJ – April 5, 2011 – (Motor Sports Newswire) – Rosetta, the nation’s largest independent digital and direct interactive agency, today announced that Pirelli Tire North America has renewed its Interactive Agency of Record relationship with the agency through 2012. Rosetta will expand the interactive advertising and marketing program it developed for the tire designer and manufacturer in 2010.

Named Interactive Agency of Record by Pirelli Tire North America in April 2010, Rosetta initially  conducted a comprehensive Personality®-based segmentation to identify and understand Pirelli’s customers and determine how best to reach them. As part of the strategy developed as a result of that segmentation, Rosetta led Pirelli’s search and online display marketing efforts in 2010, the first consistent digital program Pirelli has executed in North America.

Rosetta also developed an iPad-based lead generation technology that allowed Pirelli representatives to roam the show floor at a major industry conference with iPads, collecting contact information from attendees. The application was designed to help Pirelli build, store and organize contact information of new and potential customers by signing them up for special offers, announcements and promotions from Pirelli and its partners. It was the first time that Pirelli used iPad-based lead generation technology.

In 2011, Rosetta has increased its focus on developing and executing new email marketing and social media platforms to help Pirelli reach customers across a variety of touch points. Pirelli is now the Official Tire Supplier of the F1 Championship, and Rosetta is making that partnership a main pillar of Pirelli Tire North America’s 2011 interactive advertising and marketing program. Rosetta and Pirelli also expect to expand upon last year’s iPad application for a more comprehensive connected device strategy.

“We’re extremely pleased with the work Rosetta has done on behalf of Pirelli. We look forward to working together to build on the strong foundation they’ve built for us,” said Tom Gravalos, Vice President of Marketing, Motorsports and OE of Pirelli Tire North America.

“We are excited to continue working with Pirelli as its long-term interactive marketing partner. In 2010, we were focused on helping Pirelli to build a strong foundation based on robust consumer insights. This year, we are much more focused on engaging consumers through highly targeted and personalized marketing efforts, with a heavy emphasis on CRM and social media platforms,” said Paul Elliott, Partner, Rosetta.

About Rosetta

Rosetta is the largest independent interactive agency in the U.S. and is ranked by Ad Age among the top ten overall. Rosetta was recently named the #1 Agency to Watch in Ad Age’s Agency A-List. Engineered for the connected world, Rosetta was founded in 1998 to pilot brands through an ever-changing marketing landscape and drive measurable business impact. Rosetta enables brands to transform their marketing through the discovery of unique insights about their best consumers’ wants and needs and then translates those insights into more personally relevant experiences enabled by personality segmentation and technology across all touch points and over time. Rosetta recently acquired LEVEL Studios, a leader in combining content, platforms and devices to create engaging total user experiences.

Rosetta has deep industry expertise in Healthcare, Consumer Products & Retail, Financial Services, Consumer Technology, B2B and Travel & Hospitality. Rosetta is headquartered in Princeton, NJ, with additional offices across the country in New York, Cleveland, Boston, Chicago and Toronto. The addition of LEVEL Studios, a Rosetta Company, adds west coast presence to Rosetta’s footprint with offices in Los Angeles, San Luis Obispo and San Jose, CA.

For more information, visit www.rosetta.com.

About Pirelli Tire North America

Pirelli Tire North America designs, develops, manufactures and markets tires for passenger vehicles in both the original equipment and replacement markets as well as markets and distributes tires for motorcycles and motorsports. Located in Rome, Georgia, Pirelli’s Modular Integrated Robotized System (MIRS) employs state-of-the-art technology to manufacture tires for both export and domestic markets. For more information, please visit www.us.pirelli.com.

SOURCE: Rosetta

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