Thomson Reuters launches branding effort with mobile, digital components

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Thomson Reuters, a business news and professional information provider, launched a corporate branding campaign January 24 to improve public understanding of the company.

The effort, created by branding agency Interbrand and creative shop Ogilvy Worldwide, includes a microsite, traditional media, digital display advertising, mobile marketing, an iPad app and social media.

Thomson Reuters designed the campaign, known as “The Knowledge Effect,” to describe the competitive advantage that professionals in the financial, legal, tax and accounting, healthcare, science and media fields have when armed with the right information at the right time.

“People still need to understand what it is we do in each of our diverse businesses,” said Gus Carlson, EVP and CMO of Thomson Reuters. “We hope the campaign showcases stories from each of our businesses to show how this information is taken by professionals to do amazing things. The campaign goes to improving the familiarity people have with what we do.”

Jeff Traverso, executive marketing director at Ogilvy & Mather, said the digital components of the campaign will use segmented lists based on behavior to target a C-level audience. The company is buying lists of targets from vendors for the initiative. They are tracking these targets' activities before, after and during the browsing experience

The initiative will also include blogger outreach, Twitter and RSS feeds from the company's microsite.

“The goal is to drive everybody to the site,” he said. “This isn't just to build awareness of what the company does, but to surprise people with Thomson Reuters' wide range of services.”

Ogilvy Worldwide and Interbrand began working on creative elements for "The Knowledge Effect" early last summer. The two agencies have worked with Thomson Reuters since the brand was launched in 2008 after The Thomson Corp. and Reuters Group combined.

The company is launching the campaign to coincide with the January 26 opening of the World Economic Forum in Davos, Switzerland.

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