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"Here at Rosie Labs we treat advertising like a science. We help our clients succeed through careful observations, industry research and precise planning and execution." - David Song, CEO
Rosie Labs is a marketing consultancy specializing in creative advertising, communications strategy, and digital production. To see examples of some of our work, check out our "Sizzle Reel," here.
Hypothesis
Our hypothesis is simple. We believe that modules of smart, cross-disciplined employees, dedicated to one project at a time, are capable of delivering big ideas and bigger results without the red-tape and bureaucracy that weighs down most agencies.
Procedure
For each project we take on, we put together a small engagement team assembled from our pool of creative, strategy, media and production experts to best execute the project at hand. Every member of the team is engaged with all aspects of the project on a daily basis; this way our clients can quickly receive answers they need from anyone on the team.
Results
After three years of successful partnerships with brands like Sony, Orbitz, British Midland Airways, Sokolove Law, MedCo Health Store, and others, we feel our hypothesis has proven to be law. We’ve helped our clients to create new revenue streams, stand out in a cluttered market and drive acquisitions.
Creative Lab
Our Creative Lab has produced television, print, out-of-home and digital advertising; as well as logo and package design for all nearly all of our clients. Pooling from our stable of creative directors, art directors, copywriters, and designers, the Creative Lab consistently delivers clean, sleek and professional products that get results.
Digital Lab
Our Digital Lab has planned and executed various social media and interactive campaigns, as well as designed and developed branded websites, Facebook pages, mobile applications, and web banners. Known for its speed and efficiency, our Digital Lab has turned around hundreds of custom display banners within extreme timelines.
Strategy Lab
Our Strategy Lab handles everything from analytics to media planning. We provide brand analysis, competitive analysis, social listening, consumer behavior studies, audience segmentation, profitability forecasting and media planning and buying. For a more detailed look at our services and case studies, please email laurenr@rosielabs.com
Our Work
Technicians
The leaders at Rosie Labs embody the company's cross-disciplined mantra. No employee, nor manager, at Rosie Labs is confined to one area of expertise and everyone brings something unique to our accounts.
In 2008, David grew tired of the redundancy found at larger agencies. It was clear to him that the specialization of roles would often slow down productivity and increase the cost of the work. This prompted him to create Rosie Labs, a new breed of agency where small engagement teams of multifaceted talent are perfectly tailored for each client and their specific project.
Like the talent at Rosie Labs, David's talents stretch across multiple disciplines. He started his career in 1997 in the emerging world of digital marketing. He rose to become Vice President of Interactive Media at Arnold and MPG, he became a pioneer of the digital space: his campaigns with Fidelity Investments, Volkswagen, Royal Caribbean, McDonald's, the truth, and Monster.com led to his recognition by Adweek as an Interactive All Star in 2002 and named as one of the 50 most influential people in advertising by Media Magazine. In 2005, he transitioned to the Arnold NY office where as Senior Vice President of Channel Planning, he helped grow relationships with clients such as Bermuda Tourism, Pfizer(Relpax), Vonage, Hersey’s, and the United States Tennis Association.
With a strong foundation in digital, David transitioned to agency general management roles and some of the worlds leading advertising agencies to help create media neutral campaigns. As Chief Media Officer at Hill Holiday NY, he spearheaded media and direct accounts for Verizon Wireless, USTA, ACE, AOL, Merill Lynch, PricewaterhouseCoopers and American Red Cross. After Hill Holiday, he was appointed Senior Partner of Digital and Direct at JWT and oversaw digital and direct campaigns for Diamond Trading Company, HSBC, L.L.Bean, and U.S. Marines. Prior to starting Rosie Labs, David opened the NY office for MMB and oversaw advertising strategies for Subway Digital, DWS Scudder, L.L. Bean, freshdirect, and Deutsche Bank and grew billings by 200% in 2 years.
Chris has worked in the media, creative, and business management sides of advertising. He began his career as a Digital Strategist for Mediacom and Universal McCann where he developed and executed campaigns for Subway, Masterfoods, Outback Steak House, and Johnson & Johnson. He then moved to Epic Media Group where he led their digital media buying division, managing P&L and creating new revenue streams for his clients through online leads and acquisitions.
He then transitioned to the creative world, co-founding Aligned Creative; a digital content company providing non-profit organizations with short form video solutions. Working with foundations like Taglit Birth Right, 2tor, CancerCare and others, Chris wrote and produced commercials, documentaries, and music videos throughout Europe, Africa, and North America.
As COO, Chris leads all of the agency's creative and branding initiatives and navigates the company through its rapid growth and ever-expanding client roster. In addition to working at Rosie Labs, Chris currently sits on the board of The Film Shop, a non-profit organization dedicated to providing workshops, resources, and jobs to filmmakers across the country.
Lauren's hybrid background of account services and media strategy has landed her the role of Director of Client Services at Rosie Labs. Clients have grown to appreciate her ability to be a one-stop-shop for marketing, able to provide creative feedback, production timelines, and marketing effectiveness for a campaign in a single conversation. She stewards the marketing strategy at Rosie Labs for clients such as Sony Corporation of America, Sony Entertainment Network, Orbitz, Sokolove Law, and Medco Health Store.
Lauren helped to develop the digital marketing strategy for the Sony “make.believe” campaign, overseeing the production and execution of all media from both a tactical and overarching brand level. She also spearheaded the monetization of the Sony billboard in Times Square, generating an internal profit for Sony Corporation of America. Lauren also acted as an engagement manager consulting for Medco Health Store, working directly with Medco, Proctor and Gamble, and their respective agencies to launch products on the new e-commerce website. Lauren's other responsibilities include the expansion of the Orbitz corporate website, production of video and print marketing materials for Sony Entertainment Network, various traditional creative executions for Sokolove Law, and the myriad internal business roles required of the quickly growing Rosie Labs.
Prior to joining Rosie Labs, Lauren had been a Strategist at OMD. There she assisted in the growth of Pepsi’s business in North America. Lauren also worked as a Senior Strategist at The Media Kitchen where she crafted marketing and media strategies for clients such as Vanguard, Starz, and Victoria's Secret.
Erick has over 20 years in brand strategy and marketing experience, including working on the evolution of such iconic brands as Nintendo, Converse and Motorola.
As VP Brand Management & Advertising for AT&T, his focus included the strategic and creative development of the “Network of Possibilities” communication platform; defining the company’s position within the entertainment industry as the category innovator; and leading the development of marketing best practice. While at Motorola, he played a pivotal role during the company’s technological turnaround in defining the company’s new brand architecture used to drive business planning, product development and demand generation while launching several major marketing initiatives globally.
He was one of the primary architects of the marketing re-emergence of Converse, one of the 20th century’s most iconic pop culture brands. His brand leadership helped the company define the brand architecture from which he developed the unique marketing programs that helped the company reach $2B in global revenue.
Over the past 20 years, Urvashi has become an expert in research and analytics. She has built a strong reputation for using data to drive revenue and optimization via data-driven multichannel marketing in a number of senior agency roles within agencies such as IMC2, JWT, RAPP, and Targetbase.
Urvashi’s specialties include complex statistical analytics such as predictive modeling, media-optimization, segmentation, Life-time value, data-driven CRM, ROI-based marketing, a deep knowledge of webanalytics, developing analytical products and customizing KPIs to ensure a common measuring stick across all endeavors. Her expertise has delivered measurable results across many industries including: Healthcare, Consumer packaged goods, Utilities, Tech, Retail, Telco, Financial, Hospitality, Auto and Armed Forces for clients such as USMC, FEMA, Medcohealthstore.com, Direct Buy, Gonal-F, Dannon, Lambda Legal, Toyota, HSBC, Hyatt, Travelocity.com, Royal Caribbean, Evercare and Mead Johnson.
She runs Tasseologic, a marketing strategy and analytics firm, where she is focused on translating business goals into data-driven marketing plans complete with consumer insight, contact strategy, media selection, robust measurement, analysis and optimization.
Damian is a CPA who has presided over business development for small, medium and large firms. Mr. Kennedy has over 20 years of experience in Corporate Restructuring, IPOs, Leveraged Buyouts, Mergers & Acquisitions, Taxation and Finance, Financial Planning, Insurance and Investments as well as Executive Operations Management in large companies. Mr. Kennedy has been an early pioneer in many financial practices that are common today. For example, he created several of the original equity hedge funds. The scope of the investments included listed domestic equities and junk bonds as well as non-US securities, initial public offerings and private placements.
He has also been instrumental in moving start up companies to successful businesses. Mr. Kennedy has worked with 40 companies in the past 10 years that are successful companies today. Many growing from zero to $20MM under his leadership. Some of his key skills include: identifying and eliminating waste as well as improving operational and financial efficiency to boost shareholder returns. He has worked with initial and subsequent investors to launch and develop new businesses to help them realize full value.
Damian has worked for Arnold Communications, Bankers Trust, California Energy Company, Deloitte Touche, Goldman Sachs, Grace Geothermal, Hearst Corporation, Jacksonville Electric Authority, Leo Burnett Company, Lincolnshire Capital Management, McDonalds, Northern California Power Agency, Sawyer Miller/IPG, Shell Oil, Sterling Grace Investments, TRW, and Value Line.
For sixteen years, Adrienne Baranoff has successfully represented her clients in employment and corporate litigation and contractual matters. She is a graduate of the University of Quinnipiac School of Law and has been a civil litigator in New York and New Jersey since 1996. She is a member of the Bar of New York and New Jersey where she practices in State and Federal District and Appellate Courts. She has been with Rosie Labs since its inception in 2008.
Ms. Baranoff is a member of the National Employment Lawyers Association New York Chapter where she is a member and has taught Continuing Litigation seminars. She is also an active member in the New York City Bar Association and the Richmond County Bar Association.
Observations
Over the years, we have developed strong relationships with our clients that have turned one small project into a long-term inter-lab relationship. Seeing that our emphasis is providing personal service to every one of our clients, we have highlighted just a few of our growing relationships below.
Our current relationship with Sony began in late 2008 when they contacted Rosie Labs to design a series of web banners. In true Rosie Labs fashion, we produced 10 different banners to promote the movie under a very tight 5-day deadline. The success of that campaign showcased our ability to put together modules that exceed client expectations. Impressed, Sony decided to tap our resources again in early 2010, challenging us to use their Times Square Billboard to showcase the Sony brand and unite its divisions on New York's biggest international and commercial stage.
It was a daunting project with two distinct challenges. The first was to show the diversity of Sony through a single advertising channel while maintaining the distinct identity and consistent voice of the Sony brand. The second challenge was the programming of the content on the billboard. Each Sony division had a message that they wanted to air—it was up to the Rosie Labs team to strategically incorporate each division's content into the billboard in a manner that ensured the cohesiveness of the overall Sony brand.
Our unique answer to the first challenge took the form of a puzzle: a Rubik's cube. Rosie Labs designed a special Sony branded Rubik's cube where each of the nine squares depicted the icon of a particular Sony division. The different faces of the cube creatively visualized the complexity and individuality of each Sony division while promoting the concept that they are all ultimately part of the overall Sony brand. Rosie Labs showed the cube solving itself, using animation, which introduced the launch of a 4-7 minute content pod. Our Rubik's cube animation broke through the clutter of the Times Square environment and united all the divisions of the Sony brand in one media channel.
The final challenge of the project involved the strategic programming and ordering of the billboard. Rosie Labs collaborated with each Sony division, consulting them on the placement of their media on the billboard. As the designated agency for the Sony Billboard, we created new content and handled the board's programming for the last year and a half for each Sony division and for Sony corporate. Our work has also been seen on various TV spots filmed in Times Square, such the “Thanksgiving Parade” and “The Ball Drop” on New Year’s Eve. Rosie Labs even programmed a special unique message to be broadcast from Sony right after the Ball dropped and marked the beginning of a new year. Our “Happy New Year” message was seen by millions of people in New York as well as millions more from around the world.
Because of our success with the Sony Billboard, we were commissioned to work for the Sony “make.believe” campaign in the summer of 2010. We created an experience that was truly interactive, challenging viewers in Times Square to “Believe that anything you can imagine, you can make real.” The billboard directed the viewers to The Sony “make.believe” Facebook contest page where they were able to turn their imagination into reality. They were given opportunities to remix a Bob Dylan song, remake their own trailer for the Sony Pictures' movie Priest or create a new game for PlayStation's Little Big Planet 2. We promoted this work by developing 4 divisional promotions, 60 digital banners, 6 print insertions and 2 live action spots, resulting in over 300,000 Facebook likes. The contestants with the best entries were featured on the Sony Billboard in Times Square, proving that imagination can become reality.
Rosie Labs has been the exclusive web producer for Orbitz, creating websites for their corporate and customer sites. We collaborated with the national tourism boards of California, New Zealand, Australia, Mexico and Curacao to develop interactive sites that showcased the major tourist attractions of each destination. In the case of Australia, we leveraged the 2008 release of the film Australia to promote the movie as well as highlight the country’s board of tourism by creating a custom micro-site featuring trailers and movie stills and offering travel packages from Qantas, the Australian airline. For the New Zealand micro-site, we developed a comprehensive travel guide to each region of the country. We also developed an “Orbot”; a widget that lives on the page and allows the user to conveniently input travel details to find deals without navigating away from the site.
Our greatest digital achievement of the Orbitz campaign was the “Invigorate Travel Guide”. Orbitz and BP teamed up for a marketing campaign, using Rosie Labs to design their interactive US travel tour guide. The Invigorate site was a fully interactive map of the United States, featuring every major city across the country. The user could click on a particular city and find out pricing details on hotels, activities and attractions in the area and the best travel deals available. We also designed the Invigorate travel mascot, an animated character that lived within the micro-site.
Rosie Labs has done full service creative work for our client Sokolove Law, developing a unique perspective that allowed them to stand out from the rest of the law firms in the marketplace. Our module team understood that the creative content in law firms’ advertisements tended to be cold and impersonal with a heavy focus on text and pictures of lawyers in suits. Their imagery would depict either “justice” in the form of a generic gavel or something with negative connotations such as an ambulance.
The challenge for Rosie Labs was to find a way to go against this established archetype. Instead of simply telling or scaring consumers to use a law firm's services, we decided there was an opportunity in the marketplace for Sokolove to show a human side and be an advocate for clients and the issues they might be facing. We pitched this new perspective to Sokolove and acquired all of their creative work for the New York market even though the firm is based in Boston.
With our guidance, Rosie Labs produced print advertisements, OOH, 30 second TV spots and promotional materials for Sokolove that reflected this new position. We created Sokolove branded brochures for topics such as prenatal care and nursing home selection to advocate and educate the public on these issues. Our print and OOH advertisements, which were featured in NYC subways, employed a welcoming color palette and sympathetic copy that created a sense of hope for a serious issue like cerebral palsy. In our television commercials, we focused on personal stories that potential clients could relate to. This was a change from the typical law firm advertisement that only featured a lawyer in an office just telling you to call the firm. Our latest spot performed so well that Sokolove Law has hired us to continue the same campaign style in their other divisions.
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41 Union Sq. West, Suite 325
New York, NY 10002
Phone: 917 388 3817
Fax: 917 591 5381
E-mail: contact@rosielabs.com
Website: www.rosielabs.com