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
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
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.