ARLINGTON, VA: Education technology company Rosetta Stone has hired its consumer agency partner, Finn Partners, to handle an expanded global assignment following an RFP.
The agency, which has worked on Rosetta Stone’s consumer business in the US since 2011, went up against four other firms in the review, said Jonathan Mudd, global head of communications at Rosetta Stone. He said the company initially looked at 10 agencies for the account.
The expanded assignment includes the Rosetta Stone enterprise and education division, and it stretches across EMEA, Brazil, Asia, and the US. Finn Partners began working on the broadened account in March.
Mudd said Rosetta Stone has had a "terrific experience" over the years with Finn Partners in the US, and the firm won the business because it delivered new, refreshing ideas for the global assignment during the review.
Prior to bringing on Finn Partners for the new work, Rosetta communications staffers in offices around the globe worked with local agencies.
Rosetta Stone wanted to make sure it could balance "the economy of scale you get with a global agency and the market sensitivity you get from a small, agile, local agency," explained Mudd. Finn Partners, he added, has global reach, as well as affiliate agencies in Rosetta Stone’s markets.
Finn Partners’ education and public affairs expertise from its 2013 acquisition of Widmeyer Communications also stood out to Rosetta Stone, said Mudd.
The Rosetta Stone enterprise and education group works with schools, universities, and corporations on learning initiatives.
Education communications is challenging and not every firm does it correctly, so the Widmeyer deal "brought some firepower" to Finn, added Mudd.
In addition to traditional media outreach and thought leadership, which Mudd said is critical for the company, Finn Partners will offer support on social media.
The initial contract is for one year. Budget information was not disclosed.
At the end of February, the Ruder Finn Group companies, which include Finn Partners, RF|Binder Partners, and Ruder Finn, officially became independent firms after splitting in 2011.