Proagrica was launched by Reed Business Information, as an umbrella brand for its agriculture division. It wanted a name that would unite its titles and help communicate the breadth and reach of the propositions to the agriculture industry.
We were briefed to create a name that would have enough stretch to scale in the future and comfortably house new propositions across all the different segments of the industry. The name needed to work across the globe and resonate with distinct audiences within the supply chain, from farmers to input producers. It also needed to be versatile to endorse a variety of sub-brands. We were also asked to develop names that had confidence, were trusted and credible and progressive, to drive the industry forward.
Our naming team identified 5 core themes and set about creating a series of recommendations within each. The team at RBI chose Proagrica as the name incorporated a clear descriptive element, plus an evocative component.
