Thomson Reuters gives AI a human face

The creative approach was intended to differentiate CoCounsel in an increasingly crowded AI market

StrawberryFrog has developed a global brand campaign for Thomson Reuters' AI platform CoCounsel, introducing a character called The CoCo to represent the product's capabilities across legal, tax and risk professionals.

The integrated campaign, which marks Thomson Reuters' largest brand campaign in more than a decade, is running across television, social media, streaming radio, out-of-home advertising and trade events. Actor Beth Dover portrays The CoCo, a character designed to personify the knowledge and reasoning capabilities of the CoCounsel platform.

Campaign gives AI platform a personality

Rather than focusing on technical features, the campaign introduces CoCounsel through a fictional colleague whose confidence reflects the platform's access to Thomson Reuters' professional content and expertise.

According to Thomson Reuters, the creative approach was intended to differentiate CoCounsel in an increasingly crowded AI market by making the platform more memorable for professional audiences.

Agency targets B2B technology audience

The campaign positions CoCounsel as an AI platform built on Thomson Reuters' verified content and professional expertise. The company said the platform is designed to support professionals working in legal, tax and risk by helping them research, analyse and make decisions based on trusted information.

StrawberryFrog developed the campaign to communicate those capabilities through storytelling rather than traditional product-led advertising.

Campaign rolls out across multiple channels

The campaign is being deployed across Thomson Reuters' core professional markets through a mix of broadcast, digital and event-based media.

Amy Messano, Chief Communications and Marketing Officer, Thomson Reuters: "We've spent 175 years earning the trust of professionals when the stakes are highest. CoCounsel is the next chapter of that story. The CoCo helps us tell it in a bold, memorable way, but the message is simple: when you have to be right, trust matters. No one is better positioned to deliver that than Thomson Reuters."

Tyler DeAngelo, Chief Creative Officer, StrawberryFrog: "A product that defies expectations deserves a campaign that defies expectations. And when it comes to B2B advertising and creating campaigns for highly regulated industries or complex products, the first answer everyone defaults to is simplicity. But what if the answer to complexity is not simplicity, but a deeper level of engagement? Instead turning complexity into a world our audience can step into."

www.thomsonreuters.com

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