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CASE STUDY: 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.