Thomson Reuters Harnesses Storytelling in Knowledge Effect Corporate Branding Campaign

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Lessons are always best remembered with stories. Even hard-core financial information. With that in mind, Thomson Reuters just launched its new branding campaign today: The Knowledge Effect, which touts the benefits of providing professionals in the legal, healthcare and accounting industries the information they need, via Thomson Reuters’ range of professional products and services.

Thomson Reuters’ bread-and-butter is the intelligence information industry, so The Knowledge Effect aims to better communicate the full range of products and services the brand offers, adding real examples to show the impact on users. 

Display advertising, mobile marketing, iPad applications and a microsite are supporting the campaign, along with street marketing in Toronto, New York and London — timed to coincide with the kick-off of the World Economic Forum this week in Davos, Switzerland.[more]

Timing the campaign to Davos makes sense as “some of the most important conversations in business will take place there,” Gus Carlson, EVP and chief marketing officer for Thomson Reuters, told Forbes. He further explained the new campaign in a press release today: 

“The Knowledge Effect campaign is an evolution of the Intelligent Information campaign we introduced when we launched the Thomson Reuters brand almost three years ago. The Knowledge Effect is what happens when the right information — what we call intelligent information — is put in the hands of our professional customers. When they can make the right decisions faster and with more confidence, they can accomplish amazing things. The Knowledge Effect campaign enhances the understanding and relevance of the Thomson Reuters brand by explaining not just what we do and how we do it, but why it matters.”

The campaign “illustrates the evolution of Thomson Reuters into the global leader in the knowledge economy by telling the story of the powerful and far-reaching impact of intelligent information on the company’s professional customers and the world at large, ultimately driving value back to the Thomson Reuters brand,” adds Cassidy Morgan, executive director of strategy for Interbrand (brandchannel‘s parent company).

Since launching its new corporate identity in the spring of 2008, Thomson Reuters been building out the media brand’s digital presence, including last year launching Insider, a video platform for the financial community, and the legal industry-oriented Westlaw Expert Center, a “comprehensive resource for finding, researching and connecting with expert witnesses.” 

Some examples of how the Knowledge Effect illustrates Thomson Reuters’ industry-focused information products such as Checkpoint, CLEAR and Eikon —

Healthcare: “Benchmarking tools and real-time access to medical data lead to performance improving strategies so that the healthcare professionals can better manage costs, raise productivity and improve overall quality of care. For example, Silver Cross Hospital in IL reduced overall costs by 25%. Improving hospital performance. Proof that the right information in the right hands leads to amazing things. That’s the Knowledge Effect.”

Science: “University of Essex professor Dr. Huosheng Hu had a radical idea: data-gathering robotic fish that can measure pollution levels in the world’s bodies of water. Connecting leading researchers to spark more world-changing breakthroughs. Proof that the right information in the right hands leads to amazing things. That’s the Knowledge Effect.”

Law Enforcement & Investigation — CLEAR: “When a little girl was abducted, evidence was scant, and the clock was ticking. So investigators turned to CLEAR, the investigative platform from Thomson Reuters. The kidnapper was apprehended, and the little girl was returned home safely. Real-time data and analytics for real-time answers. Proof that the right information in the right hands leads to amazing things. That’s the Knowledge Effect.”

Tax & Accounting — Checkpoint: “Growing a business often means expanding the business. How do companies decide where to go? Which state will be most favorable? Often, it comes down to taxes, which is why tax advisers rely on Checkpoint from Thomson Reuters — to research and easily compare tax laws. The most powerful tax system for streamlined research.”

Financial — Reuters Insider: “In the financial world, speculation is everywhere. Trusted information is not. When rumors swirl, knowing who to rely is crucial. That’s why many financial professionals turn to invaluable news and analysis from Reuters Insider. Delivering insight, not speculation. Proof that the right information in the right hands leads to amazing things. That’s the Knowledge Effect.”

Legal Research — WestlawNext: “Our nation’s legal system rests on a mountain of legal data. That’s why attorneys rely on Thomson Reuters WestlawNext™, legal research system. Proof that the right information in the right hands leads to amazing things. That’s the Knowledge Effect.”

Financial — Eikon: “Today’s markets are faster, more interconnected and fluid than ever before. To stay ahead, traders are turning to Thomson Reuters Eikon, a single destination for critical liquidity and content. With one click, they can stay one step ahead of the market. Proof that the right information in the right hands leads to amazing things. That’s the Knowledge Effect.”

Financial: “When a powerful gust of wind is expected to blow across northern Germany, it will actually be felt throughout Europe’s power markets, sending prices plummeting. Anticipating how weather will impact market behavior. Proof that the right information in the right hands leads to amazing things. That’s the Knowledge Effect.”

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