The Harrogate based business has ambitions to become the second largest agricultural insurer in the UK, and will work with Propaganda to transform the brand in a rapidly evolving marketplace.

Rural handles a range of agricultural and rural specialist insurance policies for clients throughout the country. The business is the fastest growing agricultural insurer in the UK, with a current turnover of just under £50m. Over the coming years, the business is looking to significantly increase its market share and strengthen its position. Brand Discovery will help Rural to better understand the market and opportunities.

Gary O’Brien, Digital and Marketing Strategy Director of Rural Insurance said: “We were impressed with Propaganda’s difference. The fact that they build unique strategies tailored to individual businesses was key to this partnership. The insurance sector at large has gone through immense change over recent years, largely driven by advances in technology. We know this will be key to the success of our business moving forward, and combined with the technological advancement in agriculture, this presents us with an opportunity. This is a very specialist sector with many unique quirks and challenges, therefore it’s vital that we put ourselves in a position to achieve sustainable and significant growth.”

Craig Harrold, Director at Propaganda said: “This is a really exciting brief for a business with big ambitions. They’ve seen significant successes in recent years and have a clear intent to further professionalise their services and customer proposition. Our processes will allow Rural to make these changes in the right ways, through informed decision making. Key to this will be allowing the business to articulate its difference and raise brand awareness amongst key target groups.”

Propaganda will work with Rural Insurance over the coming months to help reposition the business and gear it up to achieve its ambitions of becoming a £100m turnover business by 2020. Based in Harrogate, Rural Insurance has been established for more than two decades and employs more than 100 people locally. The business has experienced double digit growth over the last 5 years and is seeking to build on this success through investment in its brand, digital capability and people.