BMP picks natural images for pounds 8m Reuters global press campaign

BMP DDB launches its first work for Reuters this week, with an pounds 8 million global press campaign to promote the world’s leading information and news group in the UK, US, Switzerland, Germany and Japan.

BMP DDB launches its first work for Reuters this week, with an

pounds 8 million global press campaign to promote the world’s leading

information and news group in the UK, US, Switzerland, Germany and

Japan.



The campaign uses visual metaphors to reflect Reuters’ claim that it

enables users to select the precise data they need in a world of

increasing information overload. It will run initially in the Financial

Times and the Economist.



One of the six executions shows a smoky cityscape on one side and on the

other a picture of a hand holding a butterfly, beneath which is written:

’We know what you’re looking for.’



All the ads were written by BMP’s executive creative director, Tony Cox,

and art directed by the agency’s joint head of art, Mark Reddy.



Eva Zaeschmar, the advertising manager at Reuters, said: ’The six images

illustrate, through the use of natural metaphor, Reuters’ ability to

sift through information and offer precision in a world of

profusion.’



The campaign forms part of Reuters’ pounds 26 million marketing

communications budget. Reuters has increased its investment because of

fierce competition from rivals such as Bloomberg and Bridge.



Jean-Claude Marchand, the executive director of Reuters, said: ’Rapid

developments in markets and technology make this a good time to

emphasise Reuters’ commitment to its customers by combining information

with heavy investment in new technologies.’



Client of the Week, p16.



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