The creative executions developed were visually led using impactful photography. To leverage the creative and to portray Reuters as a more exciting brand, we targeted high impact media solutions through print and outdoor to showcase the work and attract attention.

Based on pre and post testing, the communication goals were successfully achieved. Brand awareness significantly increased in each market, with 33% of respondents recalling advertising. In addition, 25% of respondents stated the advertising “made them see Reuters differently” and 20% “wanted to find out more from Reuters”, showing strong indication of new business generation.