Thomson Reuters

Multilevel campaign strategy and creative development

Thomson Reuters case study - The Line

Ambition

The original Markets in Financial Instruments Directive (MiFID) led to a major shift in the cash equity markets. It sought to remove barriers to cross-border financial services within Europe for a safer, more transparent and evenly balanced marketplace as a whole.

Extending these transparency requirements, MiFID II will have an even more pronounced impact across the landscape. It will affect everyone engaged in the dealing and processing of financial instruments, from business and operating models, systems and data, to data, people and processes.

The high level goals of MiFID II are:
Increased transparency of markets
A shift in trading towards more structured marketplaces
Lower cost market data
Improved best execution
Orderly trading behaviour within markets
More explicit costs of trading and investing

With the introduction of MiFID II, Thomson Reuters needed to inform both existing and potential clients in an accessible, engaging way on the range of substantial challenges and global implications for the financial industry. This campaign needed to position Thomson Reuters as the leading solution and thought leader in this space, turning the challenge into considerable commercial advantage.

What we did

What was required was to do something no other organisation was doing with MiFID II. Taking the varied and complex implications of this far reaching regulation and turning them into a clear narrative for customers. With our campaign ‘The Line’, we identified a clear strategic narrative to market for Thomson Reuters to own, before their competitors even had time to think. Thomson Reuters were then able to communicate the new legislation to their clients and partners with complete transparency, clarity and cohesiveness.

What we delivered

Campaign and marketing activity strategy
User experience strategy
New campaign creative wrapper
Brand communications toolkit and assets

How we did it

Having worked with their global teams for almost a decade, our team assessed the challenges they faced when launching new products and services. We discovered that although the brand has exceptional governance, it was often campaign concepts or creative articulations which failed to grasp customers.

Thomson Reuters pride themselves as the world’s most trusted source of advice for businesses and professionals. With the company recently rebranding themselves as The Answer Company, this was the first campaign under the new strategy, positioning them as market leaders.

We established a creative steering group, composed of strategists, designers, UX specialists, and marketers. Working alongside Thomson Reuters stakeholders, this development team locked themselves away to address a multi-channel campaign strategy and user experience model. This soon fed into the core creative idea and visual identity for the campaign.

Once agreed by stakeholders, the team applied the strategy and creative wrapper to a number of assets, including print, digital, social and event collateral.

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