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Thomson Reuters Introduces “The Knowledge Effect” Corporate Branding Campaign


NEW YORK – Thomson Reuters, the world’s leading source of intelligent information for businesses and professionals, announced today the launch of its new corporate branding campaign, The Knowledge Effect. The campaign is designed to further enhance the meaning, understanding and relevance of the Thomson Reuters brand to professional customers and leading decision makers around the world.

The Knowledge Effect describes the impact and competitive advantage that professionals in the financial, legal, tax and accounting, healthcare, science and media fields can have when armed with the right information at the right time.

“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,” said Gus Carlson, executive vice president and chief marketing officer for Thomson Reuters. “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 Knowledge Effect 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,” said Cassidy Morgan, executive director of Strategy for Interbrand. Interbrand and Ogilvy Worldwide are the agency partners for Thomson Reuters on the new campaign.

In addition to using traditional media, the campaign will have a strong digital media component, leveraging a mix of digital display advertising, mobile marketing, iPad applications, social content and a rich Knowledge Effect microsite.

“The digital space offers a dynamic canvas for drawing audiences in through storytelling that demonstrates how Thomson Reuters empowers professionals to have an impact on the world around them, reinforcing the key brand message behind the campaign: The right information in the right hands leads to amazing things,” said Chris Curry, creative director for Ogilvy.

Campaign launch plans include activities around the World Economic Forum in Davos, Switzerland, as well as in key Thomson Reuters markets such as New York, London and Toronto.

Thomson Reuters
Thomson Reuters is the world’s leading source of intelligent information for businesses and professionals. We combine industry expertise with innovative technology to deliver critical information to leading decision makers in the financial, legal, tax and accounting, healthcare and science and media markets, powered by the world’s most trusted news organization. With headquarters in New York and major operations in London and Eagan, Minnesota, Thomson Reuters employs 55,000 people and operates in over 100 countries. Thomson Reuters shares are listed on the Toronto and New York Stock Exchanges (symbol: TRI). For more information, go to


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