Better water management means better business results, a better bottom line, better living conditions, and a better world. Better systems for food service cleanliness mean healthier and happier customers and, in turn, a more successful business.

By partnering with Reuters Plus, Ecolab positioned itself as the trusted authority on outcome-based water solutions, framing water stewardship as the way to achieve both climate and profit goals.

Science-centered and people-driven, the Ecolab Water for Climate program turns corporate commitments into real-world actions and advances sustainable business growth. Ecolab provides each of its customers with sector-specific, tiered, and outcome-based water solutions, helping them navigate the future both conscientiously and profitably.

The Better Clean, Better Business video series highlights Ecolab’s success at creating an easy-to-follow but highly effective back-of-house sanitation program for the commercial food preparation industry that not only manages water effectively but also ensures the health and happiness of diners and customers.

The accompanying photo essay focuses on Ecolab leader and expert Lisa Robinson giving us a tour of Ecolab’s high-tech research facility.

Custom content drives the Better Water, Better Business campaign, exploring the efficient use of water to help businesses be better members of their communities, and contribute to a better ecological future for all.

The accompanying data-driven, interactive infographic empowers C-Suite audiences to take action and reach out to Ecolab for their own tailored plan to advance their water-related objectives.

For the Better Clean, Better Business campaign, Ecolab’s repeatable, scientifically devised and tested cleaning systems, procedures, and products are brought to the fore.

The video highlights Ecolab’s success at creating an easy-to-follow but highly effective back-of-house sanitation program for the commercial food preparation industry.

In the video series, we focus on how the future of water use will affect industrial production.

Calvin Emanuel, Vice President and General Manager of Sustainable Growth Solutions, discusses how much water it takes to create important products we use each day, and how that production translates to energy use, sustainability and profitability.

Stephen Anderson, Senior Vice President and General Manager of Food and Beverage North America, dives deeper into the food and beverage industry—critically reliant on clean water—and how Ecolab’s water efficiency programs benefit a company’s bottom line.

Once again, the key message is that effective water management and diners’ health and happiness are complimentary. The accompanying photo essay highlights Ecolab leader and expert Lisa Robinson giving us a tour of Ecolab’s high-tech research facility.

Reuters campaign for Ecolab was highly successful at engaging viewers and amplifying the company’s message across the world.

The video series:
2.1M video views
211,465 on page views
34.14% VCR (industry benchmark 6%)

Custom article 100,000 page views
Overall, 17.7M impressions

The campaigns reached global decision-makers who are in the best position to make influential decisions on how their companies manage water supplies and keep their customers healthy and happy.

All high-impact strategies exceeded benchmarks, particularly the Avalanche unit, which showed significant improvement after multiple optimization efforts.

Forward-thinking organizations already know they can advance sustainability and grow their business simultaneously. They also know that the cost of mitigating supply chain water risk is nearly three times less than the cost of impact.

Business and climate goals are intrinsically linked to water strategies. The Ecolab and Reuters partnership successfully promoted the Water for Climat program and sustainable business growth and detailed how to turn climate commitments into meaningful action and savings across your enterprise.

Better Clean, Better Business

Water For Climate

The “OutFront” campaign was designed to elevate PGIM’s market leadership by delivering groundbreaking insights to institutional investors. The strategic direction was informed by a deep understanding of investor needs for actionable intelligence amidst economic volatility.

Research highlighted a gap in the market for content that both informed and provoked discussion among decisionmakers. The campaign was designed to align with PGIM’s brand theme, “In Pursuit of Outperformance,” and aimed to create a narrative that resonated with the forward-looking priorities of its audience. The strategy was to collaborate with Reuters, leveraging its established authority and global reach in financial news. This partnership was instrumental in positioning PGIM as a credible source of market insights.

The content focused on emerging topics with macroeconomic implications such as industrial policy, healthcare, urban development and debt, and AI infrastructure, providing a mix of factual analysis and opinionated perspectives.

This approach differentiated PGIM from the conventional, conservative voice in asset management, creating a more dynamic and engaging dialogue with its audience. By focusing on these themes, PGIM aimed to capture the attention of key financial decision-makers and drive engagement with its proprietary content.

The “OutFront” campaign’s content strategy featured diverse multimedia experiences including infographics and state-of the-art videos with 3-D animations that seamlessly integrated PGIM’s insights with Reuters’ editorial expertise.
The 2024 campaign built on the success of previous years with an evolving content format to keep the program fresh. Coupling a factual and analytical foundation with a provocative approach, investors were provided with a comprehensive understanding of a variety of complex stories:
To reinforce PGIM’s experts’ analysis, chaptered navigation directed audiences to actionable insights with dynamic and digestible graphics, compelling visuals and data points. The interactive element was crucial in maintaining audience engagement, as it provided theuser with control over their content journey. The use of 3D animations and rotating spheres to introduce each theme added a layer of sophistication and innovation, capturing the attention of a discerning audience.

The content series offered a unique perspective that was both informative and thought-provoking. The strategic use of strong visuals and data points reinforced PGIM’s brand message, aligning with its overarching theme of outperformance. This approach not only elevated the storytelling aspect of the campaign but also ensured that the content was authentic to PGIM’s brand, providing valuable insights that were relevant and timely.

The collaboration with Reuters Plus was essential in presenting fresh and engaging stories. Their expertise in multimedia content creation allowed PGIM to push the boundaries of traditional financial communication, setting a new standard for thought leadership in the asset management space.

To ensure the “OutFront” campaign reached its target audience effectively, a robust media amplification strategy was implemented. The partnership with Reuters Plus was central to this approach, leveraging Reuters’ global platform to maximize reach and engagement among institutional investors and chief investment officers.

The campaign utilized high-impact ad units across Reuters.com, including homepage takeovers and animated globe themes, to create a cohesive visual identity that was instantly recognizable. These ad units were strategically placed to capture the attention of the target audience, driving traffic to PGIM’s gated site where users could access the full range of content.

Social media played a pivotal role in the amplification strategy, with targeted campaigns on LinkedIn. These platforms were chosen for their ability to reach a professional audience, particularly decision-makers in the financial sector. The content was tailored to highlight key insights and themes from the campaign, encouraging interaction and driving further engagement.
A critical aspect of the amplification strategy was the collaboration between Reuters, PGIM and agency partner UM. This coordination ensured both effective content distribution, and meticulous tracking and optimization throughout the campaign. By analyzing engagement metrics in real-time, the team was able to refine the strategy, ensuring maximum impact and alignment with PGIM’s objectives.

The choice of media channels and partners was influenced by their ability to enhance the campaign’s credibility and reach. Reuters’ reputation as a trusted source of financial news added weight to PGIM’s message, while the use of advanced targeting techniques ensured that the content reached those most likely to benefit. This strategic approach to media amplification was instrumental in achieving the campaign’s goals, reinforcing PGIM’s position as a thought leader in the financial services industry.

PGIM’s dynamic “OutFront” campaign, now in its fourth year, is well-known within the industry and has enabled leaders throughout the organization to kickstart meaningful conversations with clients and new partners.

The combination of interactive graphics, video and downloadable content continues to outperform benchmarks, with high engagement scores, a key KPI of the campaigns. There was significant YoY rises in response to PGIM’s custom content:

162% lift video views
92% lift in video view rate
69% lift in link clicks
29% lift in engagement rate

The goal of the “OutFront” campaign is to reach Reuters’ audience of institutional investors and chief investment officers and drive them to PGIM’s gated site to gather potential leads,

The “OutFront” campaign achieved significant results across multiple metrics.

18 million page impressions
1.87m Video views
3,200+ institutional investors actively engaged.

Year-over-year content engagement has improved across all regions,
particularly in Germany (59%), Japan (+55%), and the US (+32%).

With 0.20% CTR/LCTR, these exceeded Reuters’ benchmarks by 66.67%.

These results highlight the effectiveness of the targeted approach and the appeal of the content to the professional audience.

Additionally, videos created as part of the “Hyperscale” launch have achieved the highest watch completion rates out of all other videos on pgim.com and outperformed engagement scores across organic traffic sources.

The campaign’s influence extended beyond digital metrics, with PGIM’s insights being cited by industry leaders and in financial press, demonstrating recognition of the organization’s thought leadership and supporting its business objectives. Feedback from wider industry PGIM executives underscored the campaign’s success, with high praise for the quality and impact of the content.

OUTFRONT SERIES

HYPERSCALE

Through a sophisticated, multi-format content strategy, “Unlock your potential: Invest in Ireland” positioned the country as the premier European investment destination.

Informed by data and insights into the decision-making processes of global business leaders seeking European operational bases, the strategy leveraged Reuters’ international credibility and reach among C-suite executives and investment decision-makers.

Complementary content formats built upon a previously successful campaign and introduced innovative new elements. By combining media formats, including a live webinar to demonstrate sector expertise, a multimedia infographic for macrotrends, and a 22-minute documentary focusing on Ireland’s thriving semiconductor sector, the partnership leveraged data and insights and thought leadership at scale, and created multiple entry points.

Content distribution was precision-targeted, employing high-impact display solutions including strategic homepage takeovers and contextual article roadblocking within relevant reuters.com sections. The campaign amplified reach through platform diversification, expanding to YouTube and LinkedIn to capture decision-makers in their professional environments, while newsletter deployment to Reuters’ pre-qualified subscriber base ensured delivery to an already-engaged audience.

To maximize engagement and content consumption, the partnership created a comprehensive content hub that integrated new assets with successful 2023 content, encouraging deeper exploration of Ireland’s investment proposition.

The interconnected approach allowed business leaders to navigate seamlessly between different aspects of Ireland’s value proposition, building a compelling, evidence-based case for investment consideration.

“Unlock Your Potential: Invest in Ireland” was strategically designed to showcase Ireland’s unique value proposition through authentic storytelling and data-driven insights.

At the heart of the campaign was a documentary exploring Ireland’s thriving semiconductor sector, featuring in-depth interviews with executives from established semiconductor businesses operating alongside IDA Ireland representatives.

By filming on location at company headquarters across Ireland, we gave business leaders a platform to share their firsthand experiences in an authentic, testimonial-driven narrative that powerfully reinforced the campaign’s core message.

Providing the Pulse to Modern Life is the previously untold story behind the sector at the cutting edge of human progress. We were able to unite rivals to join forces for the first time to tell this success story.

The use of industry experts and leaders added authority to IDA Ireland’s core messaging, and helped to cover a lot of ground. These are the companies providing semiconductors to the latest smart speakers, mobile phones, electric vehicles and space satellites.

The inclusion of Ireland’s top universities helped to underline how the talent pool is being nurtured, while the roadtrip format showcased the compact geography of Ireland and how easy it is to travel between key cities Dublin, Limerick, Cork and Galway.

The accessibility of the market is of major interest to potential investors, and by highlighting the international partnerships some of these companies already have in place, the message was underlined.

We had a 10-person crew shooting on location for 5 days. Drones helped to provide establishing shots and context. Use of roving cameras kept filming loose and agile – providing an authentic real-life interactions.

Different backing tracks and on-screen graphics helped to maintain momentum and provide more granular details.

To address specific regional priorities, we also developed a specialized webinar delivered entirely in Japanese, featuring a native-speaking moderator alongside an IDA Ireland representative and a third-party business executive. This culturally nuanced approach enabled direct communication with Japanese business decision-makers, highlighting those aspects of Ireland’s business environment most relevant to Japanese corporate expansion strategies.

Complementing these rich media experiences, we created a data-rich infographic that translated Ireland’s competitive advantages into compelling statistics and comparative metrics. Through bold design and strategic information architecture, the infographic presented a comprehensive business case for Ireland as a European operational base, balancing sophisticated B2B messaging with engaging visual presentation.

All content assets were hosted on a custom-designed content hub that encouraged exploration and extended engagement time.

To maximize the reach and impact of the “Unlock Your Potential: Invest in Ireland” campaign, we implemented a strategically diversified media amplification plan leveraging Reuters’ international platform and targeted digital channels.

The campaign employed a sophisticated global distribution strategy across reuters.com, utilizing high-impact display formats within contextually relevant business sections to create multiple engagement opportunities. These premium placements established immediate visual presence while driving qualified traffic to the campaign’s content hub.
Recognizing Japan as a priority market for IDA Ireland, we implemented a comprehensive localization strategy that went beyond simple translation. All promotional assets were culturally adapted and deployed in both English and Japanese across jp.reuters.com, ensuring authentic engagement with Japanese business leaders. This tailored approach demonstrated IDA Ireland’s commitment to the Japanese market while removing language barriers that might otherwise impede access.

To ensure precise audience targeting, we deployed a multi-channel approach that included both reuters.com and strategic social media amplification via LinkedIn and Facebook, platforms selected for their effectiveness in reaching C-suite executives and business decision-makers during their professional information-gathering activities.
The coordinated execution between Reuters, IDA Ireland, and agency partners enabled real-time performance monitoring and optimization throughout the campaign period. This collaborative approach allowed for tactical refinements to targeting parameters and creative messaging, ensuring maximum efficiency in reaching qualified decision-makers considering European operational expansion.

The focused content of the documentary succeeded in boosting awareness of Ireland as a business partner. Research from independent agency Synergy conducted in Dec 2024 confirmed the impact of the video.

2.87M video views across social channels (Facebook 2.5m, X 300k, LinkedIn 76k)
42,000 video views on platform
850,000 page views of infographic
1,000+ live webinar views

We reached the right audience!
Male/Female 74%/26%
Mean age: 51
Mean HH income: US$325K per annum
51% HH income: US$100K+
63% Manager+
71% are involved in FDI decisions in some capacity
49% work in Finance, Tech, Manufacturing, Wholesale, or Retail
54% interested in FDI content

Among those who recall the campaign, 91% associate Ireland with being a cutting-edge location.

Also significant positive sentiment expressed in users “agreeing” or “strongly agreeing” to key perceptions:

• Awareness of Ireland as a cutting-edge investment destination for semiconductors (77%)
• Ireland offers customers a safe place to do business (71%)
• Has a good reputation (75%)
• Is at the forefront of innovation and technology’ (68%)
• Is paving the way when it comes to foreign business across borders (67%)
• Is a country that invests heavily in its people (71%)
• 43% of campaign recallers agree that Ireland has a thriving semi-conductor industry (vs 30% of non recallers) – representing an uplift of 43%
• 63% of campaign recallers agreed that the semi-conductor industry was set to grow exponentially in Ireland and Japan (vs 40% non recallers) – representing an uplift of 58%
• 58% of campaign recallers agreed that Ireland is an ideal location for Japanese semi-conductor companies (versus 29% non recallers) – representing an uplift of 100%

Have taken some form of action as a result of seeing IDA Ireland’s campaign (79%)
This included:

• Visited IDA Ireland’s website (23%)
• Interacted with IDA Ireland on social media (10%)

A great case study for a successful campaign!

Destination Ireland: No.1 for Business

Economist Impact, with support from Infosys Technologies, developed the “Value Chain Navigator”, an innovative tool designed to turn insights into action and set the agenda for the global transformation needed to accelerate impact at scale. The aim of the programme is to help business decision-makers understand what value chain emissions activities they should be thinking about and identify their next steps on effectively managing value chain. 

Research Insights:
Extensive research on 1,250 companies’ efforts to mitigate scope 3 emissions. Insights were used to assess how value-chain emissions are being managed within the corporate landscape and dig deeper into interactive data and actionable insights about corporate engagement.

Findings were brought to life via videos, white paper, executive summary, articles and  an interactive data exploration tool.

Self Assessment Tool:
Digital self-assessment tool allows executives to find out how their company compares with peers on actions taken to manage and mitigate scope 3 emissions. It recommends a customised action plan based on the specific challenges they are facing in managing their company’s scope 3 emissions and the initiatives that are currently undertaking to reduce them.

Trend Tracker:
Digital tracker reviews how conversations, regulations and innovations related to scope 3 emissions are evolving over time, industries and regions. Users can filter based on emissions-reduction lever, topic, region or industry for most relevant insights to their business.

Videos:
Video series taps into the minds of global changemakers and sustainability leaders.

Custom Event:
Conversation brought to life at roundtable & speaker session at UK Sustainability week to connect with the Sustainability community.

Designated Digital Hub:
Interactive hub designed to allow users to gain insights how they prefer with the above features, and designed to reduce carbon footprint of the site with a fixed dark mode design.

https://impact.economist.com/value-chain-navigator

As part of the Value Chain Navigator proposition, Economist Impact developed a vehicle for housing and collating all content, The Scope for Change campaign. A wider campaign was developed in order to disseminate content on a wider global scale. Both the Value Chain Navigator product and Scope for Change campaign aim to help business decision-makers understand their next steps on managing value chain emissions and understand what value chain emissions activities they should be thinking about at its core. The campaign and content focuses on education, engagement and inspiration for business leaders, by contextualising the important issues and proposing unique and tailored solutions-based thinking. The VCN and subsequent content enabled the simple navigation of the complex and ever-changing sustainability landscape – in a way that has not been attempted before. 

Promotion: PR at launch, targeted media across The Economist’s digital, print and social channels to drive awareness of the programme among C-suite in key sectors. Promoted at Economist Impact’s flagship Sustainability Week events and demonstrated at Infosys client events. 

Media Amplification:

• Display
• Social

Events:

• Roundtable & Speaker Session UK Sustainability week Diamond Sponsorship (March) 
• Roundtable & Speaker Session US sustainability week Diamond Sponsorship (June)

To meet the brand need and creative challenge head-on, Reuters created Future Energy Talks, an authoritative podcast series designed to be able to explore the complex nuances and questions surrounding a clean energy transition.

The eight-part series was presented by Andrew Wilson. Wilson has a 30+ year career in international broadcasting and presenting and ensured a professional and knowledgeable host to help navigate macro themes, including questions around ensuring an equitable transition and how best to tackle water scarcity.

The series also explored specific industry challenges, including the future of aviation and how we can harness AI in the energy transition.

Leveraging Masdar’s trailblazing approach to these green technologies, the eight episodes were filmed at Reuters Plus studios in London, bringing energy experts, analysts, and captains of industry together from a wide range of sectors.

The series culminated at COP28 in Dubai’s Expo City at the end of 2023. This special episode featured a highly topical conversation with Masdar CEO, Mohammed Al Jameel Al Ramahi, one of the key people driving sustainability in the region at a time when it was in the global spotlight.

Future Energy Talks was given a strong, distinctive visual identity with dynamic opening credits and graphics. All created in-house and filmed at Reuters Plus’ Canary Wharf studios with acclaimed international anchor, Andrew Wilson.

The bespoke series launched around Reuters’ unrivalled editorial coverage and unique distribution tactic. A series of seeded social cuts kept it top-of-mind amongst the target audience and drove interest in key markets.

The format provided a dynamic and flexible medium for deep engagement through audio-visual content.

A fully immersive campaign across Reuters multimedia portfolio supported the series, with high-impact ads, Reuters.com homepage takeovers and sponsorship, newsletter sponsorships, content-driven avalanche units above the fold, as well as paid, targeted amplification across X/Twitter, YouTube, Facebook, and LinkedIn. Future Energy Talks was promoted to Reuters users wherever they touched our product.

The campaign also benefitted from a 100% share of voice on the Reuters World News podcast and the World News pages on Reuters.com. Over 1m audio impressions on the World News Podcast Sponsorship (the largest reach of any Reuters campaign to date) helped reach senior audiences on the go.

The Homepage takeover delivered more than 1.4m impressions with the video unit saw a strong CTR of 1.70%, with 100% SOV ensuring dominance, cutting through the noise of a busy news cycle, the target audience was sure to be reached in their key markets.

All the content was contained within a custom content hub designed with a unique look and feel specifically for this campaign.

The goal of the OutFront campaign was to drive Reuters’ institutional investor and chief investment officer audience directly to PGIM’s gated site, to gather potential leads. The success of this approach depended on both stellar design and expert coordination between Reuters, PGIM and its agency partner.

The eye-catching, animated globe created a compelling, consistent theme across Reuters and PGIM social properties and in high-impact ad units across Reuters.com. These were hyper-targeted to drive institutional investor/CIO audiences in the US, UK, Germany, Japan and Australia to PGIM’s site.

Large homepage “avalanche” units featured both a signature globe animation and chaptered content to create a mini-homepage within the unit.

The Reuters Plus team worked closely with its own amplification team, PGIM, and PGIM’s agency to coordinate and streamline the amplification process to ensure everything tracked well on Reuters.com to ensure we succeeded in meeting PGIM’s goals.

The media strategy delivered an omni-channel experience to maximise our effective reach and impact during the short campaign flight surrounding the live event. Our media activity leveraged 1st and 3rd party data to identify our priority audiences in situ and in digital to ensure our messaging resonated in the build-up to, during and post-event, with hyper-targeted content served specifically to engaged and qualified audiences.

The primary channel to build fame and reach for Reuters was OOH. We prioritised DOOH to maximise the number and size of sites for the campaign period, and specifically locate and target audiences in key business districts across New York and throughout arterial routes and transport links for the Event.

The environments selected best served the creative in both format and rotation – we guaranteed max. length positioning so we could share 3x messaging frames/questions in each environment to build intrigue and engagement with the NEXT event. Our flagship OOH placement was the Thomson Reuters Jumbotron screen in Times Square in immediate proximity to the event, this was a full takeover during the event period to maximise awareness.

To further enhance impact, our DOOH activity was amplified through mobile and audio targeting, meaning that any target audience member who had been exposed to the OOH messaging, was retargeted via Mobile and/or Audio with sequential detail on the event.

In Mobile they were driven through to the registration page to encourage last minute sign-ups and attendees. In Audio the messaging focussed on driving an emotional connection through the themes and topics aligned to the event schedule. Post-event, attendees and engaged users were served post-event messaging to drive them back to a content hub in which speaker sessions and outcomes were shared.

The NEXT brand film was the global showpiece, capturing the look and feel of the outdoor work, and providing exciting about the event,

The whole plan was data-driven to drive a holistic experience, drive intrigue and engagement pre and post event and maximising the impact of the creative strategy through a multi-touch solution.

Our amplification strategy started at the source: Reuters itself. With 2,500 journalists and 600 photojournalists across the world, and an audience of 42m across all Reuters platforms, we’re lucky enough to have a large captive audience. We built the campaign from the inside out by first distributing our brand film on our social channels, Reuters.com and through corporate communications. The goal was to galvanise internal audiences and reinforce the reasons why existing Reuters users choose us. But we needed to connect to new segments to grow. And that’s where our paid media strategy came in.

With a limited budget, our campaign had to seriously punch above its weight. A highly effective and precise media solution was therefore critical. We had to prioritise a strategy and media partners that could deliver brand reach and cut-through, whilst also allowing us to target and measure the business KPI: registrations.

“The Source” launched in September 2021 at a tent-pole moment for the brand, as Reuters marked its 170th year in business. Using unmissable fame-driving OOH locations across London and New York, including Canary Wharf and Times Square, “The Source” dominated the epicentre of the Finance world, ensuring we delivered brand stature against a tightly defined audience of the Business Elite. Our campaign delivered 8m impacts, at 4OTS across a 2-week period.

To deliver efficient reach, we then went beyond OOH and deployed online video over a 3-month period to build brand response. We worked with a highly curated selection of key digital partners to syndicate the brand video across multiple touchpoints. Partners were selected based on their audience affinity and historic performance across Reuters campaigns – including Yahoo, Teads, LinkedIn and MiQ.

To ensure efficiency, we established a test to determine the impact of audiences exposed to our brand film vs. non-exposed, using our key KPI, registrations. Our hypothesis was that those exposed to the brand video would be more likely to click on a retargeting ad and register on Reuters.com vs. those who weren’t exposed. And our prediction was correct. Exposed users retargeted via conquest targeting had the best CPA, 50% lower than benchmark.

For the sustain phase of the test, we worked with Yahoo specifically given they had strongest premium audience affinity and had delivered the best performance at launch. We were also able to implement their pixel on site to further enhance our retargeting approach.

Throughout the 12 days of COP26, Reuters journalists delivered fast, fair and accurate reporting including a daily show and live video interviews. Hitachi and its custom content were promoted alongside Reuters COP26 and sustainability content to drive engagement across Reuters platforms. The amplification strategy included:

• The Forum Sponsorship: The Forum is Reuters six-party daily check-in video show on the most important event highlights, sessions and key insights at COP26. Hitachi received logo attribution within the opening graphics of each show and ran pre-roll.
• Editorial Tweets: Reaching over 44M followers, Reuters is among the top three Twitter accounts followed by world leaders. Reuters editorial tweets for commercial content are only offered to select partners and put Hitachi’s content at the heart of the most relevant COP26 news. Reuters promoted the three custom articles and the virtual panel discussion on social media.
• Daily Briefing Newsletter: Reuters flagship newsletter has all the news readers need to start their day. The newsletter linked Hitachi’s messaging to premium editorial content and engaged an audience of Reuters loyal subscribers during COP26 and in the weeks following.