Reuters: News Distilled

Creative Approach & Execution

The second wave of Reuters "Pure News, Straight from the Source" brand campaign, expanding on the importance of independent, agenda-free news in an environment rife with misinformation.

The new creative maintains the campaign's distinct visual identity, which uses water as a metaphor to emphasize the critical importance of turning to trusted, clear sources in a landscape polluted with misinformation.

"This next phase of our brand campaign doubles down on our core message: in a world where information can be distorted the further it travels from its source, Reuters stands as an uncompromising source of truth," said Josh London, Head of Reuters Professional. "Subscribing to Reuters.com means getting direct access to the facts our journalists are reporting from the ground every day, helping readers to understand our world with certainty."

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• Reuters Media Centre