Reuters Content Studio

EY – Real Time Business


The Challenge

In a sceptical and volatile financial marketplace, EY needed to raise awareness of its core financial services capabilities among key business decision makers, and amplify its market expertise in a timely and hyper-relevant way. EY wanted to convey that it understood how business models have changed since the start of the pandemic and that its own auditing services have become far more flexible and tech enabled to accommodate for this.

The Solution

Reuters Plus developed a global news show format that enabled EY executives to convey complex messaging in an easy to digest format. Real Times Business allowed EY to showcase its leadership and expertise across a wide range of topics. Reuters Plus’s experience in TV and broadcast productions ensured the series was produced to the highest standards, and anchored by a seasoned presenter. It positioned EY’s specialists as trusted experts and created real-time insights.

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Topical content

A series of focused, informative news shows addressed some of the industry’s biggest themes and evolving topics head on. Each show was accompanied by a well-researched written article providing more granular detail and expert commentary. Themes ranged from how the auditing profession is going through a transformation to meet future challenges, through to how a data-driven auditing approach can increase trust in businesses and how the workplace is being reimagined.


The media campaign encompassed strategically timed linear spots on and Bloomberg TV and also distributed at scale across targeted media, including LinkedIn, Apple News, Google Home audio sponsorships and LGTV – a CTV channel. Over seven episodes, the campaign has outperformed all benchmarks to generate more than 15.9 million ad impressions.

“We highly value our partnership with Reuters Plus, who have been a pleasure to work with on the Real Time Business Campaign. Their journalistic news sense and production expertise have been fundamental to making the Real Time Business content timely, relevant and insightful for our target audience.”

A senior EY executive