Reuters challenges rivals in £8m ads

Reuters is putting £8 million behind a global campaign to make it a more potent competitor to its major rival, Bloomberg, under the theme: "Reuters. Know. Now."

Traders, analysts, portfolio managers and financial advisors are being targeted in the campaign through M&C Saatchi, which breaks this week in national newspapers and magazines, on posters and on TV.

Reuters, which reported a 10 per cent decline in its core revenues earlier this year, wants to position itself as an impartial and accurate information provider and to reinforce its reputation for speed, accuracy, freedom from bias, global reach and as a source for people needing to respond to fast-moving markets.

One ad shows a tennis ball bouncing off a court baseline in a shower of chalk. The copy says: "Are you in or out? Reuters double checks its facts so you can make a call with confidence."

The ads were written by Paul Hodgkinson and art directed by Bill Gallacher.

OMD is buying media for the initiative, which will run in international magazines, national newspapers in Britain, the US, Germany and Switzerland, and outdoor sites in London, New York, Frankfurt, Zurich and Japan. A TV campaign will run on a number of international channels including CNBC.

This will be underpinned by DM, online promotions and public information displays.

Tim Duffy, the M&C Saatchi managing director, said: "We've produced a striking campaign that takes its cues from Reuters' photojournalism and conveys the strong values of the company."

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