Reuters launches first major global brand campaign: The Source

The campaign, by VMLY&R, emphasises the news network's place as the global authority on unbiased news

By Creative Salon

Reuters' new film, ‘The Source’, uses footage from some of the world’s biggest stories, showcasing the breadth of its reporting and reminding viewers why Reuters is where the news gets its news.

The creative, by VMLY&R, uses quotation marks to symbolise the fact that when it comes to Reuters reporting, it is always from the sources.

Josh London, Reuters chief marketing officer and head of Reuters Professional, said: "Reuters has delivered trusted and unbiased news since 1851, providing billions of people around the world each day with factual reporting about the most important global stories. ‘The Source’ campaign speaks to this pedigree as well as the evolution of Reuters and our continuous innovation in how we 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.”

Tamryn Kerr, creative director, VMLY&R London, added: “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.”

At launch, the campaign includes a film, digital and out of home placements in London and New York City. Media planning and buying is handled by Wavemaker, with design support from Bond & Coyne.


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