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Thomson Reuters backs new video platform with major ad campaign

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Thomson Reuters' Markets division has launched an aggressive global advertising campaign to support last week's rollout of an interactive, on-demand video platform for financial professionals. The company described the campaign, created by Gardner Nelson, as a multimillion-dollar effort.

The Markets division includes the company's financial services information business as well as Reuters newswires.

The new platform, called Reuters Insider, includes programming from Reuters and 150 content partners. In addition to providing content from journalists, the video platform will allow companies—via their own branded channels—to broadcast research, market commentary and morning calls to Thomson Reuters subscribers.

The campaign's tagline is “New era, new tools.” Thomson Reuters Markets CMO Lee Ann Daly said the product's newness demanded a special approach. All executions focused on driving potential users to an online demo page to see Reuters Insider in action.

“We created an extremely interactive website that explains the product,” Daly said.

The ads focus on explaining what Reuters Insider is and how it can benefit financial professionals. All the ads—whether in print, online or out of home—show the video interface of Reuters Insider.

The copy strives to illustrate how easy access to financial video can improve a financial professional's workday. “Announcing the most revolutionary thing you'll do with online video: your job,” voiceover intones in a TV spot, which is appearing on CNBC in New York, Europe and Asia. The spots are also running on Channel News Asia and ET Now in India.

One of the campaign's print ads features an image of U.S. Treasury Secretary Tim Geithner on the Reuters Insider interface and carries the headline, “Why video? Because the market changes faster than anyone can type.”

The print ads are appearing in the Evening Standard, Financial Times and International Herald Tribune.

A four-page insert ran in Barron's with a spread that detailed the functionality of the Reuters Insider interface. Online ads are appearing on Barrons.com, CNBC.com, FT.com, NYTimes.com, WSJ.com and elsewhere.

Additionally, out-of-home executions appeared in the world's financial capitals. In addition to ads in London's Canary Wharf financial district and suburban train platforms in New York, Reuters Insider delivered video programming from a studio in Canary Wharf outside an underground station May 11–14.

The campaign also includes viral videos developed by Concept Farm that are available on the website chartkarate.com. In one video, an “office ninja” invades a conference room and attacks a pie chart with a flying kick. “Charts are boring,” voiceover intones. “Video is your weapon.”

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