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Thomson Reuters


Benefits-driven messaging reset sales conversations and strengthened audience connections for a global data and technology powerhouse.

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Thomson Reuters


Benefits-driven messaging reset sales conversations and strengthened audience connections for a global data and technology powerhouse.

challenge

To define a story for complex offerings across disparate audiences from fragmented messages. 

Opportunity

Create an approach to messaging that shifts a long-standing focus on features to a highlight on audience-specific benefits. 

exponent

We created a messaging platform that unified the story for an entire line of business. 

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The Challenge


The Challenge


The Challenge

Thomson Reuters is one of the world’s leading providers of data and technology across the global financial services industry. Its offering is vast, complex and technical, and its channels and audiences differ greatly. Over time, the feature-focused messages about its products and services became highly fragmented, with value propositions varying by channel. Its communications often missed the main point—what the product or service enables the client to achieve. 

The Opportunity


The Opportunity


The Opportunity

An offering may seem immense and intricate, but shifting the conversation from features to benefits can help it become relatively simple and clear.

Most of Thomson Reuter’s data, market access and technology solutions for the financial services industry fell within three benefits categories: trusted financial intelligence, scalable content delivery and performance-driven technology. This basic foundation led us to create a flexible messaging platform that could accommodate Thomson Reuters’ dynamic offering and help sales professionals better connect with audiences. 

The Exponent


The Exponent


The Exponent

With our benefits-driven approach to messaging, Thomson Reuters unified its story for its financial services business, enabling its sales team to speak with one strong, clear voice about how the firm empowers clients. We built a series of graphically driven communications to better connect with audiences and seamlessly integrate with new products, services and acquisitions.


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