Reuters, a global news organization, is not typically known for running traditional marketing campaigns like consumer brands. However, Reuters does have a set of guiding principles known as "The Reuters Trust Principles" that underpin its journalistic standards and integrity. These principles are foundational to Reuters' mission and reputation as a trusted news source. They are as follows:

1. Independence: Reuters operates as an independent, unbiased news organization, free from any external influences or political affiliations.

2. Integrity: Reuters is committed to maintaining the highest standards of integrity and accuracy in its reporting. It strives to provide news that is fair, accurate, and trustworthy.

3. Freedom from Bias: Reuters journalists are required to avoid taking sides in any conflict, controversy, or political dispute. They provide news coverage that is impartial and objective.

4. Reliability: Reuters aims to deliver news that is reliable and consistent in quality. It seeks to report events promptly and accurately.

5. Accuracy: Reuters places a strong emphasis on the accuracy of its reporting. It seeks to provide a complete and balanced account of events.

6. Speed: Reuters strives to deliver news to its clients and readers quickly and efficiently, ensuring that they have access to timely information.

7. Fearless Journalism: Reuters journalists are encouraged to pursue stories and report on events without fear or favor, even in challenging or dangerous situations.

8. Transparency: Reuters is transparent about its news gathering and reporting processes. It discloses any potential conflicts of interest and ensures that readers are aware of the sources of its information.

9. Accountability: Reuters holds itself accountable for its reporting and corrects errors promptly. It is open to feedback and criticism from its readers and clients.

10. Diverse and Inclusive Coverage: Reuters aims to provide a diverse range of news coverage that reflects the complexity and diversity of the world. It seeks to include voices and perspectives from various communities and regions.

While these principles are not part of a traditional marketing campaign, they are a fundamental part of Reuters' brand identity and credibility as a global news provider. These principles convey Reuters' commitment to journalistic ethics, integrity, and the pursuit of truth, which are essential in maintaining its reputation as a trusted news source. Readers and clients of Reuters expect news that adheres to these principles, ensuring that they can rely on Reuters for accurate and unbiased reporting.