CASE STUDY: 'New era. New tools' for Thomson Reuters by Gardner Nelson + Partners; Jack Morton Worldwide

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.

The marketing objective was to deliver an integrated, global launch to create awareness for Eikon in 14 financial centers around the world: London, New York, Frankfurt, Tokyo, Paris, Milan, Madrid, Zurich, Moscow, Dubai, Singapore, Hong Kong, Toronto and Mumbai.