Thomson Reuters launches new corporate branding campaign

The campaign replaces the previous post-merger campaign titled Intelligent Information. It describes the impact and competitive advantage that professionals in the financial, legal, tax and accounting, healthcare, science and media fields can have when armed with the right information at the right time.

“The Knowledge Effect campaign is an evolution of the Intelligent Information campaign we introduced when we launched the Thomson Reuters brand almost three years ago,” said Gus Carlson, executive vice president and chief marketing officer. “The Knowledge Effect is what happens when the right information – what we call intelligent information – is put in the hands of our professional customers. When they can make the right decisions faster and with more confidence, they can accomplish amazing things. The Knowledge Effect campaign enhances the understanding and relevance of the Thomson Reuters brand by explaining not just what we do and how we do it, but why it matters.”

The company said that in addition to using traditional media, the campaign has a strong digital media component, leveraging a mix of digital display advertising, mobile marketing, iPad applications, social content and a Knowledge Effect microsite.

Campaign launch plans include activities around the World Economic Forum taking place in Davos, Switzerland this week as well as in key Thomson Reuters markets such as New York, London and Toronto. The budget was not disclosed. ■