Thomson Reuters appointed US ad agency Gardner Nelson to create the campaign highlighting the Insider news service, which gives businesspeople breaking news, insight and analysis geared around their individual needs.
Communications agency Doremus was appointed to plan the media for the campaign, which includes TV ads, print ads, outdoor and an experiential installation at Canary Wharf in London.
The integrated agency Concept Farm was tasked with creating the viral and digital aspects of the campaign and the consultancy Instinctif worked on the internal marketing.
Lee Ann Daly, chief marketing officer, Thomson Reuters Markets, said: "Insider is a web-based experience which is more common in the b2c space so we decided to borrow from the b2c space for the campaign."
The installation at Canary Wharf consists of a 3D replica of the Insider studio in a glass case outside the entrance to the Jubilee line, which will be accompanied by people with iPads demonstrating Insider to passersby.
Daly said: "We're presenting Insider in a way we haven't done before. With the installation at Canary Wharf we're taking it to the streets and helping people understand that we are doing something a bit different."
Thomson Reuters will follow the initial campaign with further activity by the same agencies in support of two new products later in the year, with a second phase starting next month.
Daly added: "The truth is Reuters is more interesting than the knowledge in the market place. There was a real need, especially in light of our competition, to find a way to tell our story in a more joined up way. We have made a significant investment in new products and now it's bearing fruit. We want existing and new customers to take another look at us."
This campaign is the second since the merger of Thomson and Reuters. The initial campaign in 2008 was created by Ogilvy.
This article was first published on campaignlive.co.uk