New York, USA – As the current world is currently seeking independent and unbiased reporting, global news organization Reuters has launched its first ever major brand campaign, adhering to their existing philosophy of journalism: tell all sides of stories but take none.
Made in partnership with brand and customer experience agency VMLY&R, ‘The Source’ takes back viewers to the company’s 170-year heritage to emphasize its reputation as one of the world’s most trusted news outlets.
A predominant theme in the campaign is the utilization of quotation marks in its creative as the universal symbol of reporting directly from the source. The quotation marks are employed to frame the truth at the heart of Reuters reporting, letting the story speak for itself.
“With 2500 journalists in 200 locations around the world, our strength spans markets and geographies, delivering the deep global and local expertise that is uniquely Reuters. ‘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,” said Alessandra Galloni, editor-and-chief of Reuters.
For Josh London, CMO at Reuters and head of Reuters Professional, said campaign speaks to the pedigree of long-time journalism, as well as the evolution of Reuters and their continuous innovation in how they report and deliver the news.
“With the intense speed at which information travels and the proliferation of misinformation, people and organizations need a source they can rely on for the unfiltered truth. ‘The Source’ squarely tells them that place is Reuters,” London added.
Meanwhile, Tamryn Kerr, creative director at VMLY&R London, commented, “With journalists in every corner of the world, Reuters truly is the source for unbiased news and information. We are proud to have worked with some of the best journalists in the world to bring authenticity and journalistic authority to the campaign.”
The campaign is set to roll out first for their United States and United Kingdom markets.
Reuter’s Asia-Pacific presence is evident across 14 locations in the countries of India, Thailand, China, Hong Kong, South Korea, Singapore, Taiwan, Japan, and the Philippines.
