The initiative focuses on the company's online news and financial information site. It comprises as selection of internet ads, which invite users to get their "news from the source" and direct them to the site.
The four-week campaign will appear on a range of news and financial information sites, including the first use of transitional advertising on the London Stock Exchange website.
Over the last couple of years, the news agency has suffered at the hands of an increasing number of rivals. It has responded by vowing to boost its new-media presence -- a series of enhancements and additional features are planned for its digital media sites over the coming months.
Alisa Bowen, head of Reuters.co.uk, said: "Reuters has an extremely powerful global brand, and one that is recognised by more than 95% of consumers in the UK. We are building on this valuable profile by driving more and more consumers to our site where they can experience directly Reuters' unique, spin-free news and financial information."
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