Rockett Impresses E-Whizzes and ‘Techno Geeks’

Rockett Burkhead & Winslow has been named agency of record for e-consultants Clarkston-Potomac and Lord Corp.’s materials division. Each account is valued at $3-5 million.
Officials at both North Carolina firms said RB&W’s branding and strategic positioning expertise were major factors in their decisions.
“[RB&W] has a very strong understanding of how to build, develop and execute against another brand,” said Kyle Montgomery, Clarkston-Potomac’s director of marketing. “When we got in a
room together, they were the only ones who really got it.”
Also vying for the Research Triangle Park, N.C., client were Baltimore’s Waldinger Birch and Char Baxter Communications in Atlanta.
Clarkston-Poto-mac offers Internet services to automotive, chemical, medical and manufacturing firms ramping up e-commerce operations. Capabilities range from Web hosting and application implementation to long-term strategic development. Competitors include companies like Andersen Consulting and Razorfish.
“Clarkston-Potomac is positioned to take advantage of the explosive growth of e-commerce,” said Scott Burkhead, co-chairman of the Raleigh, N.C., agency. “But they need to be marketed in terms of the size of their capability, not the size of their staff.”
Lord Corp.’s materials unit, an R&D operation in Cary, N.C., required a full-service agency to develop public relations, business-to-business marketing and branding campaigns for a new motion-control system to be utilized in car and truck suspensions, prosthetics and other industrial products.
“We’re techno geeks whose thinking was narrowly defined,” said client marketing manager Dr. Lynn Yanyo. “Our perspective was: ‘We sell fluid.’ RB&W’s perspective was: ‘We sell control.’ They taught us to look beyond and re-imagine our markets.”