Thomson Reuters


Thomson Reuters’ ongoing transformation from a portfolio of individual operating companies into an integrated enterprise yielded its most significant successes to date in 2015. The company as a whole returned to organic revenue growth for the first time since 2011 and delivered the highest level of adjusted earnings per share in its history.


Following years of growth through M&A activity, Thomson Reuters sought a partner to guide enterprise-wide transformation from a fragmented group of siloed organizations to one cohesive masterbrand, growing from within. As a brand advisor providing strategic counsel to the C Suite, Straightline was critical in addressing everything from helping the corporate overbrand drive product architecture, to employee engagement, to individual business units’ global expansion.


Leveraging the corporate brand for credibility, Straightline instituted a brand architecture with a nomenclature system and hierarchy to incorporate all product layers, complemented by a detailed migration strategy enabling seamless integration and expansion. Workshops with global business and marketing leads built buy-in and eased implementation, while new guidelines framed messaging for full alignment. To unify and empower the employee base, an internal communication strategy defined the “Thompson Reuters Way”. Additionally, hundreds of interviews conducted across all markets, levels and BUs provided insights to establish best practices and recommendations for the entire company.