New era, new tools for Thomson Reuters, by Gardner Nelson and Partners; Jack Morton Worldwide

Summary

Thomson Reuters, a B2B financial services company, borrowed a page from the B2C marketing playbook to reinvent its product launch approach by bringing the product directly to the end user.

In 2010, Thomson Reuters unveiled a global campaign to launch its new product, Eikon, a next generation desktop platform that aggregates real-time market data and historical information and enhances research for financial professionals.

The marketing objective was to deliver an integrated, global launch to create awareness for Eikon in 14 financial centres around the world: London, New York, Frankfurt, Tokyo, Paris, Milan, Madrid, Zurich, Moscow, Dubai, Singapore, Hong Kong, Toronto and Mumbai.

We recognised that to understand the Eikon platform, customers had to experience it, so we sought unique ways to bring Eikon directly to financial professionals. The drive to increase sales began with engaging messaging and innovative product positioning.

About the Company

 Thomson Reuters is a leading source of intelligent information in the financial, legal, tax and accounting, healthcare, science and media markets powered by the world’s most trusted news organisation. It operates in 100 countries, has over 55,000 employees and shares are listed on the Toronto Stock Exchange and the New York Stock Exchange.