New Brunswick - April 4, 2005 - Rosetta Marketing Strategies and its marketing partners have won two of Johnson & Johnson's James E. Burke Marketing Awards. The awards recognize outstanding innovation and achievement across twelve different marketing categories, and solicited entries from more than 200 Johnson & Johnson operating companies around the world. Receiving two of these prestigious global awards highlights Rosetta's ability to deliver transformational segment-based marketing solutions. Rosetta's segment-based direct response marketing program for Vistakon, a division of Johnson & Johnson Vision Care Incorporated, was selected among three finalists in both the "Test, Learn and Deploy" and "New Product Launch" categories. MarketSource-IMS is one of the co-recipients of the "Test, Learn and Deploy" award, while co-recipients of the "New Product Launch" award include McCann Worldgroup, MarketSource-IMS, and Edelman Public Relations. The ACUVUE^® Brand team also shared both awards.

Winning Programs
"Test, Learn and Deploy" and "New Product Launch"―

In the summer of 2003, Rosetta and Vistakon, makers of ACUVUE^® Brand Contact Lenses, began a pilot to test the effectiveness of a direct response pilot program at driving ACUVUE^® sales. Online media, DR television and DR print channels were used. Responders to the campaign were engaged with segment-tailored follow up e-mails, with great success.

Based on the success of the pilot, a full-scale direct response and CRM program was launched in 2004 to support the launch of ACUVUE^® ADVANCE^TM with HYDRACLEAR^TM. Throughout 2004, the program captured hundreds of thousands of consumers and resulted in a substantial increase in the number of new Acuvue fits. The program has helped make the launch of ACUVUE^® ADVANCE^TM with HYDRACLEAR^TM a resounding success.

About Rosetta
Founded in 1998, Rosetta is a personalized sales and marketing solutions company that helps clients translate customer information into Personality-based insights and marketing impact.  Led by a team of seasoned professionals from leading brand marketing, consulting and advertising agency backgrounds, Rosetta has developed proprietary products and services to utilize segmentation as a powerful business building tool. In 2005, Rosetta acquired SimStar, a leading provider of interactive relationship marketing solutions, to complement its innovative approach with more robust program execution. This union of expertise enables clients to quickly and cost-effectively install the communications, program analytics, and deployed decision rules necessary to establish and optimize profitable interactive customer relationships. The company serves global leaders in numerous industries including healthcare, financial services, travel and leisure, digital media and telecommunications and consumer packaged goods. 

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