Thomson Reuters | CoCounsel Launch Winning trust in the age of AI

15.5 million

Impressions

$13 million

Pipeline generated

The challenge

In professional services, there is no margin for error. Lawyers and accountants make decisions that shape companies, determine legal outcomes and safeguard billions in assets.

Then AI arrived.

By 2024, generative AI was flooding the market. But while adoption surged elsewhere, professionals hesitated. In high-stakes environments, tools that feel experimental aren’t trusted.

For Thomson Reuters, this created a critical challenge. Despite deep credibility in content and research, it wasn’t always seen as a technology innovator.

With the launch of CoCounsel, its AI platform for professionals, the ambition was clear: shift perception, build trust and drive growth.

The insight

AI adoption in professional services isn’t driven by speed. It’s driven by trust.

Professionals don’t need faster answers. They need answers they can stand behind.

CoCounsel was built on this principle — combining advanced AI with 225 years of trusted content and expert oversight.

This led to a simple, powerful positioning:

The AI professionals use when they have to get it right.

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The idea

We reframed AI through the lens of professional pressure.

High-stakes decisions. Zero margin for error. Moments where getting it right defines outcomes.

The creative brought this to life with bold, cinematic executions. A striking visual system centred on single, powerful words layered over professionals in high-pressure scenarios.

Confident, distinctive and deliberately different from traditional B2B — the campaign signalled a new standard for professional technology. 

The execution

We built a fully integrated campaign designed to dominate ILTACON, the world’s leading legal tech event.

A coordinated media strategy spanned display, paid social, programmatic and industry podcasts — supported by in-air and in-car media targeting travelling decision-makers.

At the event, Thomson Reuters owned the environment. Large-scale placements, immersive installations and a branded café created constant visibility and engagement.

Experiences pushed the idea further:

  • Cinematic “digital clone” films showing AI as an extension of expertise
  • Holographic holoboxes that drew crowds
  • An interactive wall revealing how trusted AI works

Every touchpoint reinforced one message: AI professionals can trust.

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The impact

In a category known for conservative marketing, the campaign stood out immediately.

Described internally as “our best hero ad ever,” it also drew strong competitor recognition — with one noting Thomson Reuters had “won ILTACON.”

Engagement was high throughout:

  • Standout experiential moments drove footfall and conversation
  • 350+ customers attended leadership sessions
  • 3,500+ webinar registrations followed — a company record
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The results

The campaign delivered both perception shift and commercial impact:

  • $13M pipeline generated
  • $6M closed-won revenue
  • 2,250 leads and 380 opportunities created
  • 100+ deals closed

With:

  • 15.5M impressions
  • 21% email open rate (3× benchmark)
  • 48% webinar attendance

The Outcome

By putting trust at the centre of the story, the campaign tackled the biggest barrier to AI adoption. It repositioned Thomson Reuters as a credible AI innovator, accelerated adoption of CoCounsel and set a new benchmark for how professional technology is marketed.