Thomson Reuters Generative AI built to the letter of the law

34m+

Total impressions

56k

Clicks over the course of the campaign

Generative AI has limitless potential within the legal profession, speeding up processes, taking care of laborious tasks and transforming workflows. But… can it truly be trusted? Especially when the tasks it’s required for are sensitive legal matters?

Thomson Reuters challenged us to create a bold, unified campaign that drove awareness and demand of their newly AI-enhanced legal software solutions. The concept needed to inspire confidence across the board and would need to address generative AI at a brand, and product level simultaneously.

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The Idea

AI that generates trust.

Thomson Reuters has embedded legally focused generative AI into its solutions. Created by legal experts, for legal experts, users can trust the results generated, enabling them to drive transformation.

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The Story

Not all generative AI is equal. Legal professionals need AI and LLMs they can trust, first time and every time. While being confident in its efficacy and precision.

Thomson Reuters has a long heritage of infusing legal expertise into everything they do. We built on this trusted heritage and leadership in AI integration and technology to position the latest offering as the best solution for legal professionals.

Designed by legal experts, for legal experts, the software provides all legal professionals a way to navigate the future complexities of the law, today.

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The Experience

A digitally-focused media campaign targeted both legal professionals and corporate legal departments.

We created a visual mnemonic using multiple repeating lines to form a mathematical spiral to represent the procedural and generative technology embedded within the software.

The creative concept allowed us to build out different shapes for each product, providing a bold, yet flexible consistency across the campaign. The organic shapes leant themselves particularly well to motion and video, which proved very successful.

The structured form of the shapes also underpinned the idea that Thomson Reuters’ generative AI is controlled and carefully ordered, and can be trusted.

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The Outcomes

Over 34 million impressions have been delivered in total for the campaign, with 8 publications, generating over 56K clicks over the course of the campaign.

The campaign case is even being used by The Financial Times as a prime example of how to get in front of a difficult to reach audience. 

"This case study was quite unique and a first for our Legal / legal tech clients, serving as a great example of how to get in front of a historically hard to reach audience. Thomson Reuters successfully created a lasting impression on the FT's well-established C-suite, General Counsel and law firm leadership audience at a key point in the FT Legal calendar.

Thomson Reuters managed to capitalise via their presence at the FT Innovative Lawyers North America event, ensuring maximum awareness and impact around their Legal AI messaging in turn generating significant engagement with senior decision makers in North America."

Alex Roskowski
Account Director Head of Legal, The Financial Times