Root+Beta: A New Era in Agricultural Marketing and Innovation

Root+Beta: The Next Chapter in Agricultural Marketing

In an exciting development, SI EQ has officially rebranded to Root+Beta, marking a significant transformation in its approach to agricultural marketing. As of January 8, 2025, the agency has not only changed its name but has also expanded its team and its strategic focus to better serve the growing needs of the agriculture sector.

A Transformation that Matters

Root+Beta is a leading advertising agency recognized for its proficiency in both digital and traditional marketing and has carved out a niche within the farm equipment industry over the past 15 years. The rebranding signifies a pivotal moment for the agency as it expands its horizons beyond just farm equipment, delving deeper into the broader agricultural landscape. According to Andrew Levenson, Vice President and Managing Director of Root+Beta, this rebrand signifies a commitment to providing solutions that yield measurable results.

New Leadership for New Opportunities

With the rebranding comes an expanded team, now incorporating six new talented individuals: Katy Bruce, Caleb Hennington, Mandy Jayne, Micah Overman, Jess Ramirez, and Tina Sackman. These new hires bring a combined wealth of 54 years of experience, infusing the agency with new ideas and energy, further strengthening its capabilities. Levenson expressed excitement regarding this new phase, emphasizing the agency's dedication to delivering innovative marketing solutions tailored to each client's unique needs.

A Legacy of Excellence in Agriculture

Root+Beta's unparalleled competence in farm equipment marketing has made it the largest independent agency within its niche, with a client roster that includes notable names like United Ag Turf Northeast and TriGreen Equipment. As the agency shifts focus to cover a broader spectrum of the agriculture industry, it has already begun collaborating with various stakeholders, such as The Mosaic Company and Greeneye Technology. This strategic pivot allows Root+Beta to leverage its in-depth understanding of market dynamics and challenges to develop pioneering solutions for its clients.

Innovating for the Future

Root+Beta is at the forefront of innovation in agricultural marketing, having laid the groundwork for strategies like dynamic used equipment advertising. The agency's commitment to understanding market trends positions it uniquely to help clients navigate the complexities of the agriculture sector while maintaining a competitive edge.

Core Values to Guide Success

With a refreshed mission, Root+Beta aims to uplift the agricultural sector through insightful storytelling and strategic marketing approaches. Embedded within the agency's culture are core values of Positive Dissatisfaction, Purposeful Curiosity, and Profound Transparency. These values are expected to guide the agency as it fosters relationships with clients and partners alike.

Looking Ahead

Root+Beta stands ready to embrace new challenges and opportunities within the agriculture industry by pushing the boundaries of what is achievable in marketing. With a strengthened team and a renewed mission, the agency is poised for continued success and innovation. As they embark on this new chapter, Root+Beta welcomes its clients and partners to join them as they shape the future of agricultural marketing together.

About Root+Beta

Previously known as SI EQ, Root+Beta specializes in digital and traditional advertising tailored for the agriculture and farm equipment sectors. Operating across over 500 locations in North America, the agency is dedicated to delivering award-winning campaigns and marketing solutions designed to give clients a competitive advantage. Root+Beta is committed to ensuring their clients thrive in a rapidly evolving industry through groundbreaking strategies.