Reuters launches first global brand campaign called “The Source”

Reuters unveiled its first major global brand campaign, “The Source” in the United Kingdom and the United States.

The ads were created by agency VMLY&R. The campaign builds on Reuters 170-year heritage as a news provider.

“With 2,500 journalists in 200 locations around the world, our strength spans markets and geographies, delivering the deep global and local expertise that is uniquely Reuters,” said Alessandra Galloni, Reuters editor-in-chief, in a statement. “‘The Source’ campaign puts that unique value front and center, showcasing what Reuters has been for nearly two centuries: the place for trusted, unbiased news.”

“The Source” campaign utilizes quotation marks in its creative as the universal symbol of reporting directly from the source. The quotation marks are used to frame the truth at the heart of Reuters reporting, letting the story speak for itself.

Reuters: The Source from Reuters News Agency on Vimeo.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.