Why be Pure?

Names can often seem to define how a person is regarded and even what their personality is. Would we still enjoy reading Oscar Wilde's books so much if his name was Pippy van Papfarm? I doubt it.
Same goes for companies... Coca Cola is a fun word, and a fun thing to drink. If it was called Snot Juice no one would buy it.

So when it came to naming a new integrated marketing agency in Shanghai, we weren't going to just pick a name willy-nilly out of the air. Hell no. This was the most monumental of tasks and should not be treated lightly.

Above all else we believe that business should be conducted cleanly, that our relationships should be treated carefully and that our processes should be managed efficiently. We feel that our messages should be communicated clearly and that our actions should be carried out ethically. Pure is a word that encompasses that entire philosophy.

But when doing business in China, you don't have to worry about naming the company in just one language, you often need to worry about two languages. So we had the English name down, but what about the Chinese one?  芙睿 (Fu Rui) not only sounds vaguely like the word pure (well perhaps if it was over a phone with bad connection and you'd had a few glasses of wine) but it also fits nicely with our team's ideals. 芙 (Fu) means lotus flower. A lotus is one of the purest of flowers, and soundly nails down our down-to-earth holistic approach. 睿 (Rui) means wisdom, and well captures our focus on deep thought, inspired communication and creative impact.

So that's who we are. Pure 芙睿