Naming agencies like Zinzin are a relatively new breed. We exist as a specialized creative service within the realm of branding, tucked within the wider world of marketing. However, back in the day (post-WWII, let’s say), it was more common for company or product naming to land on the desk of a copywriter at an advertising agency.
While naming is a unique creative process unto itself, this professional lineage makes sense. Arguably, naming is the shortest form of copywriting there is. Both practices require the ability distill big picture concepts into bite-sized bits of information that connect with people in a blink, to put it simply. But “simple” is what some copywriters love best.