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Case study: Thomson Reuters – MENA

Five years, eighteen events

Ambition

Thomson Reuters hosts several different events in the Middle East and North Africa (MENA) region throughout the year. As the world’s leading source of intelligent information for businesses and professionals, Thomson Reuters’ event branding needs to inspire its audiences while also expressing the unique character of this vibrant and exciting region.

What we did

The event identities were developed by our creative team and accompanied with a collection of tailored collateral over the course of five years, for eighteen different events. This included visual identity development, Eloqua compatible microsites and email campaigns, event magazines, printed materials, and a range of digital support. In addition to this, we provided weekly microsite updates utilising our dedicated team of web developers and content editors.

What we delivered

  • Visual identity development
  • Microsites development and creation
  • Brand communications toolkit, collateral and assets
  • Ongoing web development and content editing support
  • Ongoing brand governance support
  • Ongoing production management

 

How we did it

Each event in the Thomson Reuters calendar has its own unique character, informed by its location, audience, and the specific business issue it covers. This includes the annual GCC Regulators Summit in Abu Dhabi being one of the largest B2B events in the region, focusing on the impact of regulatory changes in the Middle East.

These branded annual events attract a particular audience each year, so it’s important for each one to have its own distinctive look and feel, while still remaining in-line with the primary Thomson Reuters brand.

Over time, we were instrumental in developing the event brands with an enterprise-based strategy, to introduce a more unified overarching visual system. With this, attendees could build valuable brand recognition around events and the topics they cover.

A range of options were developed based around the specific theme for each event. These would be presented and refined with the specialist events team in the region utilising their knowledge of the localised market and topics.

Once the creative wrapper for the event was agreed upon, we produced a basic brand guidelines and devised an internal project team to work seamlessly with Thomson Reuters stakeholders. Our brand governance would be available throughout the event lifecycle to respond to any design, website development, production support or content management to ensure the success of the event.

“If I were to describe rt, I would use three words, professional, responsive and flexible. For over five years now, we have been working with rt, an agency that understands the brand inside out.”

– Dalia El Kilany, Partnership & Events Project Manager, Thomson Reuters

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