Reuters' OOH Campaign Asks the World 'What's Next'

VMLY&R today celebrates a new out-of-home and digital campaign, supporting Reuters global leadership forum – Reuters NEXT – which took place in New York on November 30th and December 1st. 

‘What’s Next?’, created by the brand and customer experience agency, uses a series of thought-provoking questions and powerful images to ask the public and event attendees ‘What’s Next’ on pressing issues such as global trade, inflation, leadership, and freedom of speech. 

Reuters NEXT is Reuters’ flagship global forum bringing together CEOs, world leaders, policymakers, innovators and youth and community leaders to inspire, drive action and accelerate innovation for a better tomorrow. At a time when the truth and new ideas have never been more important, Reuters draws upon its global reach to examine topics from different perspectives, bringing passion, experience, and expertise to forge a new path forward. 

The series of images in the campaign were created in collaboration with acclaimed artist Justin Metz, who used montage and CGI techniques to craft the graphic executions that represent the very real questions facing the world today. 

“This is our second campaign for Reuters, continuing to build on our established platform ‘The Source’. To introduce Reuters NEXT, we were thrilled to work with Justin Metz to develop a series of fitting visuals, that reflect the forum’s thought-provoking discussions. Famed for his provocative editorial covers, he helped inject the life into our concepts,” said Mark Roalfe, chairman at VMLY&R London.

“Reuters NEXT provides the platform for global leaders and forward thinkers to share insights and collaborate on solutions to the most critical global issues facing our world today. This exciting work to support Reuters NEXT truly embodies the important questions we will work to address during the event,” said Buddhika Amis, senior director of marketing, Reuters. 

‘What’s Next?’ runs across out-of-home, radio, and display in New York, using intelligent geo-targeting media planning and buying from Wavemaker UK. The work will also appear across the Thomson Reuters jumbotron in Times Square.