Thomson Reuters

Establishing Thomson Reuters as an authority on Compliance

alan. understood everything we were trying to achieve. They had expertise in risk & compliance, quickly got up to speed with our business, our working practices and how to engage with key internal stakeholders. With alan. it was like having an extension of our marketing team.

Matthew Ashley, Director Demand Generation, Thomson Reuters


Problem.

Thomson Reuters wanted to challenge marketplace perceptions of compliance learning. 

Central to this was revealing the hidden business benefits that a compliant workforce can deliver. This link would be fundamental to establishing the need for their compliance learning solutions and products. 

The task: create a cornerstone ‘big rock’ piece of thought leadership to change industry thinking about the value of compliance. This had to be supported by a suite of marketing assets that promote a step change in industry thinking and help to justify the need for Thomson Reuters compliance learning solutions.

Problem. Solved.

To drive this step change, we advised Thomson Reuters to build the campaign upon empirical foundations. In doing so, we could then surface internal expertise at Thomson Reuters through a journalist-written, editorially-driven report based on primary research findings.

Our proposal was to conduct a piece of global quantitative research that surfaced current perceptions of compliance and its importance among a key demographic of 250 compliance officers and leaders. By extracting the pivotal stories that emerged, our strategists created a piece of engaging and editorially driven thought leadership that changed opinions and surfaced the value that Thomson Reuters could offer.

The research, editorial, design and final product alan. produced for us was of the highest quality. Thomson Reuters has some very stringent guidelines but alan. had the ability to push the envelope in terms of design while not stepping outside of our brand guidelines.

Matthew Ashley, Director Demand Generation, Thomson Reuters

Outcome.

We delivered ‘Thinking Outside the Tick Box’; an insightful report that challenged industry perceptions on the importance of compliance learning, while also positioning Thomson Reuters as both experts and solution providers.

To reflect the challenging nature of the report, we developed a concept that subverted the idea of a ‘tick box exercise’. This was achieved through the name of the campaign ‘Thinking outside the tick box’ and the bold, geometric design.

The report aesthetic was also used to create a suite of supplementary content and campaign assets including a series of opinion pieces and a dynamic infographic which Thomson Reuters used to support their own promotional activity for the wider campaign.

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