The campaign, including print, online and outdoor, was developed by Ogilvy North America, New York.
Last month, Thomson Co. completed its acquisition of business intelligence company Reuters Group, creating Thomson Reuters, which delivers information to businesses in the financial, legal, health care, accounting, scientific and media industries.
“The challenge with the advertising was to create a core message that would capture the common threads among the diverse group of professionals we serve,” said Gus Carlson, exec VP-CMO of Thomson Reuters “We wanted to create a single, unified story around all the various businesses.”
So Thomson Reuters turned to Ogilvy to create an integrated campaign that would communicate the new brand.
“Part of it going in was looking at what all of these professionals have in common, and what would make their lives easier and better on a daily basis,” said Tommy Henvey, group creative director at Ogilvy. “The whole idea of ‘Knowledge to act’ is that Thomson Reuters provides information that helps professionals make important decisions.”
A manifesto-type print ad communicating the “Knowledge to act” positioning is running in publications including The Economist, Financial Times, Newsweek and The Wall Street Journal.
Ads in vertical trade publications will begin running soon.
Also, on the day of the merger, Thomson Reuters ran digital ads on billboards in Times Square, featuring animated orange dots that came together to form different images before morphing into the company’s new logo.
Thomson Reuters also did a “station domination” in the Times Square subway station, with large billboards running the length of the walls.
In addition, online ads are running on financial, legal and other professional sites.
“There are so many different parts of the new Thomson Reuters,” said Chris Curry, creative director at Ogilvy. “Clients know them under different brand names, such as Westlaw, Thomson and Reuters. The campaign really focuses on what Thomson Reuters offers, which is knowledge to act.”