Pirelli, Rosetta renew North America interactive media partnership
Pirelli Tire North America has renewed its ‘Interactive Agency of Record’ relationship with independent interactive agency Rosetta through 2012. Rosetta began developing an interactive advertising and marketing programme for Pirelli last year, indentifying the tyre maker’s customers and determining how they can be best reached; as part of the strategy developed as a result, Rosetta led Pirelli's search and online display marketing efforts in 2010, the first consistent digital programme Pirelli has executed in North America.
In 2011, Rosetta has increased its focus on developing and executing new e-mail marketing and social media platforms to help Pirelli reach customers across a variety of touch points. It is making Pirelli’s Formula One tyre supply partnership a main pillar of Pirelli Tire North America’s 2011 interactive advertising and marketing programme. “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,” added Paul Elliot, partner at Rosetta. “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 personalised marketing efforts, with a heavy emphasis on CRM and social media platforms.”