Reimagining a podcast to deliver greater clarity
Vivace partnered with the Thomson Reuters Institute to reimagine its flagship Insights podcast—developing a new concept, name, and editorial structure designed to transform the show into a sharper, more engaging media product.
The Thomson Reuters Institute Insights podcast had built an audience among leaders across the legal, corporate, tax, accounting, and government sectors. But the team saw an opportunity to evolve the show as the Thomson Reuters brand itself continued to evolve.
The existing name was long and difficult to remember, and the format lacked a clear editorial hook that could help the show stand out in an increasingly crowded podcast landscape.
Thomson Reuters partnered with Vivace to rethink the podcast from the ground up—creating a more distinctive concept that could deepen audience engagement and better align with the Thomson Reuters brand.
Vivace worked closely with the Thomson Reuters Institute team to reimagine the podcast as a sharper, more focused editorial product.
At the center of the new concept was a simple idea: each episode would explore a single, thought-provoking question facing leaders across the industries Thomson Reuters serves. This structure created a clear narrative through-line while allowing the show to explore complex issues in a focused and accessible way.
The team also introduced a season-based structure, enabling Thomson Reuters to organize episodes around key themes and build momentum across each season.
Together, these changes helped shift the podcast from feeling like a traditional marketing vehicle to something closer to a true media product.
“Vivace helped us reimagine our podcast to create not only a better product but a better vision for the way forward. From strategy to creativity, Vivace is an incredible team, bringing so much more than ‘just’ their B2B experience to the table. Can’t wait for our next project so that we can partner again!”
Jen SANDER
Vivace developed the core elements of the new show, including the name Clarity—a concept designed to reflect Thomson Reuters’ role in helping professionals navigate complexity.
The team also created the show description, editorial framework, visual identity and channel art.
The result was a podcast brand and structure designed to deliver a more compelling and consistent listening experience.
The launch of Clarity generated strong internal and external feedback.
The new concept received high praise from Thomson Reuters’ CMO and delivered a meaningful lift in downloads and subscriber growth. More importantly, the refreshed format helped reposition the show as a more distinctive voice within the professional services podcast landscape.