Elaine Wong, the media and marketing reporter for Forbes, writes Monday about why Thomson Reuters is starting a new ad campaign using a new ad slogan.
Wong writes, “The combined entities launched a campaign, which centered on the theme of ‘Intelligent Information,’ right after that. While that effort succeeded in raising the newly formed brand’s awareness level to 90 percent, the majority of its consumers were still not quite familiar with the scope of Thomson Reuters’ businesses, per Eileen Lynch, the company’s global head of brand strategy, advertising and marketing. That is, existing clients might have known about just one or two frequently used Thomson Reuters services, but not the rest.
“Thomson Reuters sees great opportunity for growth if business customers are familiar with its whole suite of products, which includes data pertinent to those in the financial, legal, tax, accounting, healthcare, science and media professions. ‘The largest driver was this sense that people really understood us in the vertical they would engage with us in…They gave us great credit in the space they were comfortable in, but didn’t know we were in all these [other verticals] as well,’ Lynch says.
“For instance, a lawyer using Thomson Reuters’ legal information service may greatly benefit if he or she knew about or had access to similar resources in the legal and healthcare space. That’s because business is increasingly becoming more global, and many sectors require outside or cross-knowledge of other industries, Thomson Reuters says. Plus, the company’s consumer set now includes more individuals at the CEO level, so ‘it’s important for them to understand the breadth of these offerings,’ Lynch says.
“And the timing itself makes sense. Over the past year, Thomson Reuters has been heavily ramping up its product offerings in each of its core sectors. In May 2010, Thomson Reuters introduced ‘Insider,’ a video platform for those in the financial community. It followed that up a few days later with an announcement for Westlaw Expert Center, a ‘one-stop, comprehensive resource for finding, researching and connecting with expert witnesses,’ the company, at the time, said.
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