Movers and Shakers: Beth Burgy, Broadhead

A look at the people behind the numbers in area business:

Title: President

Age: 43

Beth Burgy is continuing to help clients develop platforms that highlight what makes them different with her promotion to president of Broadhead, a Minneapolis-based marketing communications agency.

Besides applying that focused approach to client work, the agency has used the same method to drive growth and attract new business to Broadhead, said Burgy, who previously served as chief operating officer.

In Broadhead's case, the difference is that the agency concentrates on markets that connect rural and urban consumers, including agriculture, energy, food, government and safety and wellness. The agency has 75 employees, up from three when Burgy joined two decades ago, and has averaged 20-percent annual growth over the past five years.

"If you get that message right, that's what can drive everything forward," Burgy said. "That becomes a rallying cry. That becomes what you build upon year after year."

While Burgy is working to continue the agency's momentum, founder and chief executive Dean Broadhead, who previously served as president, is looking to strengthen its services in such areas as targeting, data strategy and segmentation, Burgy said.

Burgy, who has a degree in agricultural journalism from the University of Wisconsin, has served as president of the National Agri-Marketing Association.

Q: What appeals to you about working in agricultural marketing?

A: It's really what you're passionate about. Both sides of my family still farm. In terms of what I want to work at, promoting and carrying a message forward, it's really in this space. I really like the people that I work with in this industry.

Q: What challenges are you facing in your new role?

Q: How would you describe Broadhead's work in consumer outreach?

A: We're helping farmers tell their stories to influencers, whether it's the media, whether it's millennials or foodies and bloggers. To shift that conversation and tell agriculture's story to a different audience has really fueled a lot of growth.