It’s always interesting when you are starting to work for a company and everybody is calling it by a different name…Brulant or Rosetta… or my favorite is when they add the word ‘legacy’ before each of them, because then it sounds fancier but means the same thing.
So not only is this a new time for me as a new hire into the company that is now known as ‘Rosetta’, but also it is a new time for everyone else, as huge organizational changes are going on and affecting everyone. The 401K is going to change, people’s titles are going to change, the billing system is changing, PTO is going to change, our email addresses and so on. Some are little things, some are larger, but they all add up to quite a large shift for this growing company.
The two former companies seem like they shall complement each other well after the ‘rollover date’ and that they had their own niches carved out. A nickel for anybody who can explain to me what Rosetta’s Personality® based segmentation is. One thing is clear, the marketing landscape is always shifting, even more rapidly these days. Companies are not looking for a ‘one-size fits all’ solution, but rather a personalized solution that specifically targets their customers and the efficacy of this solution should be highly measurable through a number of different metrics.
Just doing a simple better-off test, while I am sitting here in orientation pretending to pay attention to the gobs of information being thrown at me, it’s clear that this acquisition, although it seems more like a merger(except on paper), is a good thing. A new business unit must offer potential for significant advantage to the corporation, and it clearly does. First of all, independently, Rosetta and Brulant did not compete against each other. They have completely different clients. The acquisition brings these old clients onto the mother ship. Second, the two companies have two very different core competencies. Legacy Rosetta provides their clients with a sound platform to make their decisions on where and how to invest in marketing, as well as a number of different metrics that will drive analysis of the investment. Legacy Brulant is a creative and technology monster that will implement the target company’s investment. Thus, there does not seem to be much redundancy in the competencies and strengths, and the combination of the two companies will be able to provide quite a robust, leveraged, measurable, customer experience and deliverable for the client.
There is no mention of talent leaving or people getting let go. There is no bad blood or fear of some foreign dominant company culture. Everyone seems to be happy, doing their own thing, staffed on their projects or working on internal initiatives. It seems like a pretty exciting time to be in this business in general. Tons of companies are laying off workers, sales forces are shrinking, business that had no online presence or did not consider the online channel a viable source of business are coming into the fray, and who are they going to call? Yeah, that’s right.
I just wish I knew what I was going to be doing tomorrow.
