A joint venture between Reed Exhibitions and Montgomery Exhibitions was launched last week, with an identity by London consultancy Abstracts.
Fresh RM is a new 50: 50 exhibitions partnership formed for the food, drink and hospitality sector. It will be based in London.
Abstracts won the branding task after a three-way creative pitch against Wigmore Design and Integer. The three consultancies were called to pitch, having worked with Montgomery or Reed in the recent past.
“The name Fresh has no direct relation to exhibitions, so if we ever want to launch something else in the future we can. The R and the M is Reed and Montgomery coming together,” says a spokeswoman for Fresh RM.
“We [Reed and Montgomery] have both got shows which complement each other and now we can work much closer with the market,” adds Fresh RM managing director Fiona Heakin.