Martin Is Runner-up in Rosetta Stone Review

CHICAGO Carmichael Lynch has won advertising duties on language software company Rosetta Stone’s estimated $5-10 million account after a review, according to the agency.

The Minneapolis shop bested Interpublic Group sibling The Martin Agency in Richmond, Va., for the account, according to sources. The Fairfield, Va., company produces software to facilitate learning a second language. The software is used by government agencies such as NASA and the U.S. State Department, as well as the Peace Corps and large companies.

The shop is charged with building a global brand, starting first in the U.S. and then moving to Europe and Asia. CL will look to increase sales among individual users as well as those from large organizations.

“This is definitely a company on the rise,” said CL chief marketing officer Roman Paluta in a statement. “The ideas presented for launching their global brand-building campaign were not meek—they’re committed to what it’s going to take to get them there.”

Rosetta Stone spent only $1 million on advertising last year, according to TNS Media Intelligence/CMR. The company spent $3 million on advertising through May 2003, however.