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Posts Tagged ‘Lars Bastholm’

Internal Memo Confirms Rosetta Layoffs, Promotions

Rosetta tagline

Following up on yesterday’s rumors of big staffing changes at Rosetta, we’ve acquired an internal email from Eric Healy, the former SapientNitro executive who joined the agency in February and replaced Tom Adamski (now with Razorfish) as its CEO earlier this month.

In short, a large-scale executive-level shakeup did indeed occur this week, and the agency’s creative lead was not the only party who has, in the memo’s words, “decided to leave.” Departing executives include:

The note also includes news of multiple promotions. Most prominently, North American CCO Alex Mahernia will become Rosetta’s new Global CCO.

We’ve included the full email after the jump.

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We Hear: Big Changes Coming to Rosetta

rosetta_logoToday Rosetta confirmed that it will announce some big changes in its leadership later this week. The move is not unexpected given the September announcement that now-former CEO Tom Adamski would lead the new Razorfish Global network, a group “comprised of the Razorfish, Rosetta, LEVEL Studios and Denuo brands” as well as “portions of the Groupe’s latest acquisition, Nurun.”

Talk amongst various offices hints at a “big reorg” coming. We were told that we would have to wait for the press release for confirmation on details, but the digital grapevine does claim knowledge of some changes:

  • “Several managing partners” have already left the agency
  • The entire lineup will be “streamlined”

The only individual name we hear among the alleged departures is that of Lars Bastholm, who joined Rosetta as its first-ever global CCO almost exactly one year ago after spending time in top creative roles at Cheil USA and AKQA and serving as digital chief at Ogilvy North America. While we can’t confirm that Bastholm is among those leaving the agency, we expect the news to include both hirings and firings.

You may remember that a string of changes preceded this pending shakeup: over the summer, Rosetta lost a COO and a CFO while gaining an ECD and a managing partner. That move followed an April round of reductions affecting approximately five percent of North American staffers as well as the February departure of ECD Dave McClain.

Updates when we receive them…in the form of a press release.

Dave McClain Out at Rosetta

davemcclainWhile we’re not sure at this point if this is new Rosetta chief creative officer Lars Bastholm‘s doing, we have received confirmation that the Publicis Groupe-owned agency has parted ways with executive creative director, Dave McClain, who worked out the Los Angeles office. Here’s a brief statement from Rosetta: “Dave McClain and Rosetta have parted ways. We are truly grateful to Dave for the huge impact he had on the agency in the last 3 years and wish him all the best in his future endeavors.”

To address the tips we’ve received this afternoon, from what we’ve been told, there have been no other ECD departures to report as of yet. As for McClain, the creative served as an art director early on in his career at the likes of Saatchi & Saatchi and Deutsch before moving into senior CD roles at Razorfish and Blitz.

Former Rosetta Creative Duo Splits for Innocean

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After spending the last 10 months on the account for a “certain electronics company that’s taking over the world” at Rosetta’s L.A. office, which just so happened to welcome Lars Bastholm to the fold, the creative team of Jose Eslinger and Carissa Zaino Levine, art director and copywriter, respectively, have moved over to Innocean to work on, you guessed it, Hyundai. The pair, who officially joined Innocean this week, have been partnered up for nearly three years, initially joining forces at fellow L.A. shop Ignited, where they worked on Activision (like this Deadpool campaign), the NFL and Konami. Prior to Ignited, Eslinger (whose handiwork can also be seen here) served as an AD/designer at the likes of TBWA\Chiat\Day LA, its \Tequila unit and Dailey while Levine spent a half-dozen years at Arnold’s Boston hub.

Lars Bastholm Assumes Global CCO Role at Rosetta

larsbastholm1After seemingly staying off ad land’s grid for the past year, Lars Bastholm has returned full-force to the industry as he’s now assuming the first-ever global chief creative officer position at Publicis Groupe-owned agency, Rosetta. Last we heard from Bastholm, well, besides his regular Facebook posts that is, the creative exec left his gig as CCO at Cheil USA a year ago and headed to the West Coast.

Now, as global CCO, Bastholm will indeed remain out west and lead his creative department out of Rosetta’s L.A. office. By now, you’re probably well-acquainted with Bastholm’s resume, but we’ll regale you anyways. Prior to his yearlong stint at Cheil, Bastholm spent two-and-a-half years at Ogilvy, where he last served as CCO (and gave us this memorable moment in the process). During his career, Bastholm of course also spent nearly five years at AKQA, during which time he helped launch the agency’s New York office. In a statement, the new Rosetta global CCO says, “I’m looking forward to joining a group of hungry and passionate colleagues at this very exciting time of growth and expansion for Rosetta. Rosetta has been flying somewhat under the radar in the agency community, but its growing global client roster and outstanding work ensures that it won’t be for long.”

Bastholm will officially assume his global CCO role at Rosetta on 11/11 and will oversee creative for the likes of Marriott, Luxottica, Allergan and some yet-to-be disclosed “major technology clients.”

Monday Odds and Ends

-To mark June Pride Month, Digitas has commissioned what it claims is “the industry’s first large-scale research” on LGBT mobile device behavior. link

-Lars Bastholm and Cindy Gallop are among those industry notables offering their thoughts on whether Cannes is still a worthwhile experience or not. link

-New York-based production studio Click 3X has welcomed Publicis/The Sweet Shop alum Megan Kelly as EP/managing director of live action. link

-CP+B and Jell-O present “Jigglevision,” a Facebook effort that lets you send “secret” messages to friends that can only be viewed on the top of a red Jello-O refrigerated gelatin snack. link

-Milwaukee-based Omnicom/DAS agency GMR Marketing has appointed 10-year vet Tyson Webber as EVP of client management.

-At today’s Apple Worldwide Developers Conference (best summed up by this one pic), the Cupertino, CA giant’s CEO Tim Cook announced major makeovers of iOS and Macs and unveiled iTunes radio.

-Our old pal Rich Siegel compares freelancer vs. agency staffer life. link

Cheil Shifts Focus from Celebs to Schoolchildren in Latest Samsung Galaxy Note Clip

Now that we’ve witnessed James Franco’s send-up of himself and David Beckham doing a rather nifty homage to Beethoven all for the sake of promoting the Samsung Galaxy Note, Cheil USA is taking a more serious approach to promote the brand and its tablet device. In this latest web film, agency and client join forces with New York-based design studio Institute of Play to show how the Galaxy Note 10.1 can be applied as an educational tool for the youth of today via features such as the  S-Pen, the Kno App, the S-Note Productivity Tools and Knowledge Search and Quick Note. As you’ll see above, the end result is better learning through gaming.

Cheil USA CCO Lars Bastholm explains, “Samsung asked us to identify an interesting partner in the learning space to showcase the Galaxy Note 10.1′s versatility. We knew the Institute of Play was the right match – the Institute of Play is reinventing the world of education through gaming, and Samsung is reinventing what’s possible in the world using technology.” Your move, Franco. Credits after the jump.

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James Franco Multitasks, Is a Condescending Prick About it For the Samsung Galaxy Note

Not since Spider-Man 3 has James Franco come off as so unlikable (Kiran tells me he was the exact opposite in Rise of the Planet of the Apes). Generally, having a celeb brag about his accomplishments without a hint of irony doesn’t exactly go over too well in advertising.

We get it: Franco has a beautiful house, is able to make tons of money from a variety of sources, has four attractive young women hanging out in his house at all times, and can tell mathematicians they’re wrong and buy their love by giving them blazers. But, does he have to be such a conceited ass about it? Is agency Cheil USA trying to market the Samsung Galaxy Note to the annoying pretentious crowd? Sure, I guess an iPad will make you look like a conformist, albeit a hip one. But, is saying the Samsung Galaxy Note will turn you into a smug celeb that much more of a draw?

The thing is, even when Franco is called upon to play a prick, he has the talent to do so without sacrificing his charm and remaining tongue-in-cheek (see teen rom-com Whatever it Takes for proof). I don’t know if it’s the writing or what, but this spot just makes want to punch him in his pretty little face. Of course, that’s how I react to most people who talk incessantly about their ability to multitask. Credits after the jump.

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Beckham Recreates Beethoven for Samsung Galaxy Note

After just setting Burger King staffers’ hearts aflutter, David Beckham continues his advertising tear with a far more active spot from Cheil USA for the Samsung Galaxy Note. Directed by Tool’s Jason Zada, the commendable clip features Becks reinterpreting Beethoven’s “Ode to Joy” the best way he knows how. Of course, we imagine there was some decent amount of editing involved, but it’s nice to see that the soccer star still has it in him.

The Samsung spot also marks Lars Bastholm‘s first work as CCO at Cheil USA, which he of course joined towards the end of last year. As for Beckham, one would think that being a player for the L.A. Galaxy would have something to with his appearance in a Samsung Galaxy spot, but the athlete and brand are both in fact heavily involved in the London Olympics, with Beckham serving as an ambassador and Samsung serving as sponsor for the 2012 festivities. So, you see, it all makes sense now. Credits after the jump.

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Weaver Resigns from Cheil

Sources familiar with the matter tell us that after less than a year at Cheil USA, Dave Weaver has turned in his resignation. Weaver initially joined the agency in May of last year, when he was brought on by his former boss at Lowe and current Cheil, Americas president/CEO Buz Sawyer to serve as managing director of its One Agency unit.

However, once Lars Bastholm joined Cheil USA as its CCO last December, Weaver moved up the ladder and transitioned into a CEO role at the organization. Our sources tell us that the exec is leaving on his own terms to pursue a career in independent strategy consulting. It seems like familiar territory for Weaver, who spent well over three three years as partner/chief strategic officer at TM Advertising prior to joining Cheil. During his career, the exec has also served as a group planning director at the likes of Publicis and TBWA\Chiat\Day LA.

From what we hear, Cheil USA will be naming a new CEO “soon.”

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