Xero teams with Group SJR on US news and content push

The b-to-b company is trying to raise its profile in the US as it searches for an executive to lead news and content.

SAN FRANCISCO: Accounting software company Xero is working with Group SJR on content creation and storytelling as it looks to build its own internal news and content team.

Xero hired Group SJR as its AOR for content, although its scope of work also includes earned media, explained Alice Chan, who joined the company as VP of global communications this summer.

Chan said she established the relationship with Group SJR in August after working with the firm on content development and placement projects.

"They don’t just create content; they look to place it in high-profile locations, so that was of interest to me," she said.

Xero works with different firms depending on its needs, but the b-to-b company does not have an AOR for traditional PR, added Chan. It is searching for a US leader for news and content, and the brand plans to assess its needs once it hires the executive, she said.

One of Xero’s primary goals is to increase its brand awareness in the US; it is well-known in other parts of the world such as New Zealand and Australia, Chan noted.

"We really need to increase consideration in the US market, and then be seen as a resource for small business owners looking for insights and guidance on how to build and manage their business financially," she explained.

Contract and budget details on the account were not disclosed.

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