CLIENT OF THE WEEK: Reuters beefs up its message - Eva Zaeschmar appointed BMP to help Reuters take on its rivals

If Reuters was to set out tomorrow in search of an individual who personifies the internationalism of its brand, hell would be in danger of freezing over before it found someone as suitable as Eva Zaeschmar.

If Reuters was to set out tomorrow in search of an individual who

personifies the internationalism of its brand, hell would be in danger

of freezing over before it found someone as suitable as Eva

Zaeschmar.



Born and raised in San Diego, California, of German parents, Zaeschmar

moved to Europe after graduating and has since lived in France, Germany,

Switzerland, Italy and the UK, picking up four languages along the

way.



She first worked for Pan Am, then took an MBA before joining Reuters in

1991. For the past year, she has lived in London, from where she is

masterminding Reuters’ first global branding campaign.



The advertising push, which breaks in the UK this week and will roll out

across the Americas and the Far East during the year, is just the latest

phase in a programme the likeable 35-year-old has been working on since

1994 when she took the job of corporate identity and advertising

manager, based at the time in Geneva.



The appointment necessitated Zaeschmar living apart from her German

husband for three years before her move to London.



During her time in Geneva, Zaeschmar completed the first phase of the

exercise for which she was hired, delivering a new corporate identity in

1996. She also appointed BMP DDB in June last year.



BMP put its top people on the business - press ads have been created by

the executive creative director, Tony Cox, and joint head of art, Mark

Reddy - so, perhaps unsurprisingly, Zaeschmar loves the agency.



The work will, she hopes, help broaden the appeal of the Reuters brand

beyond its trading floor heartland, in keeping with product innovations

such as the Business Briefing and internet services. It’s an aggressive

push for growth, rather than an attempt to defend Reuters against

competitors.



Should Zaeschmar need some early, unofficial reaction to the campaign,

she has a member of the Reuters target market close to hand - her

husband, with whom she’s been living again since the move to London, is

a banker



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