Groups line up for Reuters overhaul

Reuters, the global news and information service, is looking for a consultancy to implement the strategy created for it by Wolff Olins.

Wolff Olins has created a mission statement for Reuters that will drive the company’s overall strategy, including branding and positioning, for the next few years.

The consultancy’s work with Reuters is ongoing, according to Wolff Olins creative director Robbie Laughton.

Three design groups have made it to a second round of pitches for the implementation of the strategy across all communications, both internally and externally, along with an ad agency.

Wolff Olins is expected to line up against Adera Nucleus, Interbrand and M&C Saatchi. The pitches will take place later this month.

Wolff Olins and Adera Nucleus confirm their involvement. Adera Nucleus managing director Peter Matthews describes the work as ‘a branding project’.

Wolff Olins’ Omnicom stablemate Interbrand confirms it is pitching and no one from M&C Saatchi was available to comment as Design Week went to press.

The pitch will involve credentials and creative work, says Laughton.

Management consultancy McKinsey & Company, Loewy Group and FutureBrand are understood to have been involved in the initial pitch. FutureBrand has confirmed its involvement.

A McKinsey spokeswomen neither ‘confirms nor denies’ its involvement, Loewy Group denies having pitched.

Reuters confirms the pitch is for a brand strategy project. It also confirms Wolff Olins’ work on the first phase of the project.

‘The next stage is taking the mission statement and driving it through the company itself and to the customers,’ Laughton says.

‘That will be done through a refreshment of the brand. It will look at the product, the communication, the behaviour and the environment of Reuters. Reuters has never really driven the brand through.

‘How it communicates with its customers, from on-line to advertising, should reflect the mission statement,’ he adds.

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