Reuters expands Pure News, Straight from the Source brand campaign

Reuters has announced the second wave of its "Pure News, Straight from the Source" brand campaign, expanding on the importance of independent, agenda-free news in an environment rife with misinformation with two new video spots.

Building on the success of the initial campaign launched in October 2025, the second wave features two compelling new 15-second videos that reinforce the Reuters commitment to delivering unbiased, fact-based journalism in an era of growing information uncertainty.

The new creative maintains the campaign's distinct visual identity, which uses water as a metaphor to emphasize the critical importance of turning to trusted, clear sources in a landscape polluted with misinformation.

“Pure News, Straight from the Source” highlights the unique position of Reuters in reporting the world’s news as it happens, from where it happens, with more than 2,600 journalists in 165 countries. Trusted by thousands of news outlets, 100 million digital consumers and hundreds of thousands of professionals across Thomson Reuters and LSEG platforms, Reuters demonstrates why direct access to independent, verified journalism has never been more critical.

"This next phase of our brand campaign doubles down on our core message: in a world where information can be distorted the further it travels from its source, Reuters stands as an uncompromising source of truth," said Josh London, Head of Reuters Professional. "Subscribing to Reuters.com means getting direct access to the facts our journalists are reporting from the ground every day, helping readers to understand our world with certainty."

"The launch campaign made the case that news is at its purest at the source. This next phase shows what happens to it on the way to you. A drop of colour here, a bit of muddying there, and by the time the news reaches you it can look like something else entirely. We made both films in a laboratory setting and captured genuine ‘experiments’ to bring this metaphor to life. In a Reuters campaign about protecting clarity, it felt important that the images were real and not distorted,” said Mark Eaves, Founder of Gravity Road.

The "Pure News, Straight from the Source" campaign was created by brandtech creative innovation company Gravity Road. Strawberry Frog serves as the media planning and buying agency. The campaign will run on streaming platforms and digital news sites in New York and Washington, DC.