Transforming a content pioneer into a tech and AI leader
- ClientThomson Reuters
- IndustryMedia & Entertainment
- ServicesAI-Enabled Business Transformation · Technology · Customer Experience
- CapabilitiesAI · Business Transformation · AI Model Development · Campaign Development
How Thomson Reuters evolved from content pioneer to tech and AI leader
Once a renowned arbiter of content and research for professionals, Thomson Reuters faced two major brand challenges: a fragmented product ecosystem that hindered growth and outdated perceptions that impacted purchase intent. A new CEO saw the urgency of solving this problem as part of a broader corporate strategy to transform Thomson Reuters into a technology leader.
Thomson Reuters came to Code and Theory to help rearchitect their portfolio, shift the brand from a content company to a technology company, transform perceptions, and build deeper customer understanding.
Over six months, Code and Theory led a critical business and brand transformation to simplify, unify, and reimagine Thomson Reuters as an AI and technology leader. Read on to see how the team approached brand strategy development and an integrated awareness-driven campaign to help clarify the complex.
Key Takeaways
40% lift in unaided brand awareness among the professionals they serve
88% consideration for Thomson Reuters in 2024, significantly higher than previous years
46 media mentions with 100% positive/neutral sentiment for Investor Day (launch day)
$7.26B 2024 revenue (+7% YoY)
Impact
For the first time in over 16 years, Thomson Reuters rearchitected and refreshed its brand to reflect its investment in AI and technology. Building on decades of using AI to help professionals streamline tasks, focus on complex work, and improve job satisfaction, well-being, and work-life balance, the work helped overcome outdated perceptions of it as an ‘answer company’. The result was a clearer expression of the reality: Thomson Reuters has been a technology pioneer all along.
Transformation delivered
Thomson Reuters’ once disjointed ecosystem has transformed into a unified platform, bringing its products and experiences together with a clearer, more cohesive foundation.
By evolving its brand, Thomson Reuters is doubling down on technological innovation to help professionals navigate increasingly complex challenges today—and the ones still ahead.
A refreshed brand identity
This wasn’t just a facelift. It was a full-scale reinvention. With sharp typography, dynamic digital guidelines, and a bold color palette, the new identity is built for the professionals shaping the world.
This new brand was not only well-received by those who use it, but it was celebrated: in the first week, a record 1.5 million assets were downloaded internally (up from 85,000 pre-launch), alongside 32K visits to the brand guidelines site.
Rolling out the rebrand
Bringing this brand to market at this scale isn’t a solo act—it’s a global symphony. We launched Thomson Reuters' bold awareness campaign, which included connected TV, podcasts, social media, video, digital media, and public relations. We used storytelling and striking design to position Thomson Reuters as a technology leader, exceeding the target for landing page visits by 45%.
Nearly every customer touchpoint has been transformed. From the logo on their new headquarters to the event materials for their sponsored White House Correspondents' dinner to their website and social presence, the new promise is ever-present for customers and employees alike.
Clarifying the complex
Extensive research and customer insights revealed a common need: professionals in the legal, tax, accounting, risk and fraud fields needed clarity in navigating ever-growing, ever-changing complexity—especially in the era of AI. Our team inspired Thomson Reuters' new brand promise: To Clarify the Complex, reinforcing a legacy of delivering trusted content, cutting-edge technology, and industry-leading insights to help professionals tackle today’s challenges and prepare for what’s next.
“The Thomson Reuters rebrand is a monumental achievement and not possible without Code and Theory.”
What We Did
Brand architecture framework
Brand strategy, including a new brand promise, platform, personality, and messaging playbook.
Verbal and visual identity.
Integrated brand campaign across social, audio, print and web
From content pioneer to tech and AI leader
Together with Thomson Reuters, we helped reposition a long-standing content pioneer as a modern tech and AI leader. The work focused on clarifying the shift in what the brand stands for and how it shows up across key touchpoints. The result is a stronger, more future-facing story that connects their heritage to what they’re building next. It sets a clear foundation for how the brand communicates this evolution moving forward.
Read More
AI-driven anticipatory design that boosts publisher performance
Mic | Stories that fuel curiosity, creativity, and change
Let’s get to work. Start a conversation.
newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
Decode
Keep up with the culture, one newsletter at a time. Subscribe to DECODE:
Find Us
One World Trade Center,
69th Floor
New York, NY 10007