Thomson Reuters is bringing personality—and a little swagger—to professional AI with the launch of its most ambitious brand campaign in more than a decade.
The campaign introduces “The CoCo,” a witty and self-assured personification of the company’s CoCounsel AI platform, portrayed by comedic actor Beth Dover.
Set inside an infinite library, The CoCo represents more than 175 years of Thomson Reuters knowledge. She knows every volume, page and data point—and is not shy about sharing what she knows.
Created by advertising agency StrawberryFrog, the fully integrated campaign will appear across television, social media, streaming radio, out-of-home advertising and professional trade events. It spans Thomson Reuters’ core markets, including legal, tax, risk, fraud and compliance.
The creative approach gives CoCounsel a memorable identity while communicating the authority, confidence and professional expertise behind the platform. Instead of relying on a traditional product demonstration, Thomson Reuters is inviting audiences to experience CoCounsel through a character who embodies its capabilities.
Behind the campaign’s humour is a serious message about the role of trusted AI in high-stakes professional work. Thomson Reuters describes CoCounsel as a professional-grade platform built on verified information and designed to help professionals research, analyze, make decisions and deliver their work with confidence.
“We’ve spent 175 years earning the trust of professionals when the stakes are highest,” said Amy Messano, Chief Communications and Marketing Officer at Thomson Reuters. “CoCounsel is the next chapter of that story.”
Messano said The CoCo offers a bold and memorable way to introduce the platform while reinforcing the importance of trust when professionals need to get the answer right.