Reuters March 22 launches a branding campaign that includes the news service's first TV advertising. The push, with initial spending of $22.3 million, promotes a new Internet business strategy targeting online private investors. "We believe there will be 65 million people managing their personal finances on the Internet,'' said Jean-Claude Marchand, Reuters executive director-group marketing director. They will be looking for a brand that is global, fast, expert in financial markets and above all trustworthy. . . . The Internet is now opening the way for Reuters also to help private investors become better informed in making crucial decisions. The new advertising campaign makes Reuters relevant to these new audiences.'' The campaign was announced at Reuters Infoworld, a biennial exhibition in Geneva of Reuters products and new technologies. Print advertising will run in the U.S., as well as Germany, Japan, Switzerland and the U.K. The TV spot will run in the U.S. and U.K. BMP DDB
, London, handles.
Copyright March 2000, Crain Communications Inc.