Pirelli US renews digital ad agency through 2012

ERJ staff report (TB)

Rome, Georgia -- Pirelli Tire North America Inc. has renewed its contract for digital and interactive advertising and marketing with Rosetta Marketing Group LLC through 2012.

The contract renewal continues a relationship that started in 2010, Rosetta said, and led to the development of Rome-based Pirelli's search and online display marketing efforts.

In 2011, Rosetta is focusing on developing and executing new email marketing and social media platforms to help Pirelli reach customers across a variety of touch points.

“This year, we are much more focused on engaging consumers through highly targeted and personalised marketing efforts, with a heavy emphasis on CRM and social media platforms,” said Paul Elliott, partner in Princeton, New Jersey-based Rosetta.

Among the initiatives Rosetta developed for Pirelli was an iPad-based lead generation technology that allows Pirelli representatives to roam the show floor at industry conferences with iPads, collecting contact information from attendees.

From Tire Business (A Crain publication)

Press release from Rosetta