Agricultural site XS plucks RB&W

CARY, NC: Rockett Burkhead & Winslow has won a combined PR and advertising assignment from e-commerce company XS that will mean between dollars 1.5 million and dollars 2 million in PR fees over the next year.

CARY, NC: Rockett Burkhead & Winslow has won a combined PR and advertising assignment from e-commerce company XS that will mean between dollars 1.5 million and dollars 2 million in PR fees over the next year.

CARY, NC: Rockett Burkhead & Winslow has won a combined PR and

advertising assignment from e-commerce company XS that will mean between

dollars 1.5 million and dollars 2 million in PR fees over the next

year.



XS, whose web sites allow farmers and their suppliers to buy and sell

agricultural chemicals, fertilizers and seeds, spoke with two national

firms and several boutique agencies before selecting RB&W, according to

president and CEO Fulton Breen.



Breen said he was impressed by the experience of RB&W’s account team,

which features two AEs who have run their own businesses. He was also

trying to avoid employing a traditional agricultural PR shop.



RB&W co-chairman Scott Burkhead expects to position XS as a vehicle to

allow farmers and suppliers ’to control their own destiny. This is an

audience that has been using an antiquated distribution system.’



Breen pointed to a prior RB&W project during which hundreds of

interviews with farmers were conducted as research. ’It showed me that

the agency was willing to listen to customers to find out what it didn’t

know about a new industry,’ he said. ’They understand what it takes.’



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