Thomson Reuters Turns to Mobile for New Branding Effort

On Monday, Thomson Reuters announced the launch of a new corporate branding campaign that will be heavily invested in mobile and digital marketing efforts.

The campaign – dubbed “The Knowledge Effect” – 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.

Created by branding agency Interbrand and creative shop Ogilvy Worldwide, the campaign underway employs a microsite, digital display advertising, mobile marketing, an iPad app, social media and, of course, some traditional media.

Jeff Traverso, executive marketing director at Ogilvy & Mather, is blunt about the goals of the campaign and its components.

“The goal is to drive everybody to the site,” Traverso said. “This isn’t just to build awareness of what the company does, but to surprise people with Thomson Reuters’ wide range of services.”

Naturally, the effort will be steeped in blogger outreach and tap into the social media muscle of Twitter. RSS feeds from the company’s microsite will also be available.

Representatives for Thomson Reuters, an information company created by the Thomson Corporation’s purchase of Reuters in 2008, say 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.”

“People still need to understand what it is we do in each of our diverse businesses,” said Gus Carlson, EVP and CMO of Thomson Reuters. “We hope the campaign showcases stories from each of our businesses to show how this information is taken by professionals to do amazing things. The campaign goes to improving the familiarity people have with what we do.”

The campaign was launched to coincide with the January 26 opening of the World Economic Forum in Davos, Switzerland.