Russell had this to say about the appearance of Rose. Aside from the apparent awesomeness of just doing something because no one knew you were going to do it,
Davies also spoke of the "serious reason" behind the concealment of Piper's cameo: "This is Donna's series, and if anyone had caught a rumour of Rose's return, there was a genuine danger that Catherine's launch could have been overshadowed. We owed it to her to carry this off successfully."
http://www.digitalspy.co.uk/cult/a95079/dr-who-boss-explains-shock-rose-cameo.html Riiiiight. Because having Rose appear in Donna's very first episode doesn't do that at all.
Also--is it sad that my only reaction to pictures from an upcoming episode was to zero in on Martha and go, "Yay! Pineapple hair for the win!" I think it's a bit sad. I don't know why I'm so affectionate toward the pineapple hair, either. It's not actually her best look.