Stealing the spotlight

Details the successful campaign by Thomson Reuters, a mass media and information firm, that aligned its brand with its new slogan, 'The Answer Company'.

"Grand Central Takeover" may sound like the name of a Hollywood action-hero movie or maybe a high-adrenaline video game. But the 2017 ANA B2 Award-winning campaign is no fictional drama. After racking up tens of millions of impressions in just a month's time, it now holds vaunted status as a bona fide mass-media phenomenon.

The genesis of Grand Central Takeover, a bold collaboration between global media information powerhouse Thomson Reuters (TR) and agency TBWA\Chiat\Day NY, started with a simple question: How can a company with stellar name recognition but limited ad budget reach a large target audience and present its...

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