The group -- formed through the merger of UK-based Reuters and Canadian news provider Thomson -- has placed large ads running across three pages in most of the major international financial newspapers this morning.
The new brand identity includes a new logo and the slogan: "Knowledge to act".
The campaign, which launched today, coincides with the first day of trading in Thomson Reuters shares on the London, Toronto and New York stock exchanges.
The news agency has taken out an ad running across three broadsheet pages in today's Financial Times, with a similar three-page display in the tabloid Wall Street Journal Europe and a single-page ad in the International Herald Tribune.
The flotation of Thomson Reuters this morning comes almost a year after the Canadian news agency first approached its London-based rival with a takeover offer.
Thomson agreed last May to acquire Reuters, with a cash-and-stock offer which valued the 157-year-old news agency at £8.7bn.
Reuters chief executive Tom Glocer, who today takes control of the newly merged company, said the ad campaign was launched on "a very exciting day for our shareholders, customers and employees".
He said: "The dynamic new corporate identity is a marked departure from the historical look and feel of the two companies and represents Thomson Reuters' positioning as the world's leading source of intelligent information to businesses and professionals.
The newly merged company has 50,000 employees with operations in 93 counties, and a combined turnover of more than £6bn a year.
"Our leadership position and global footprint will give us opportunities to grow faster than either Thomson or Reuters could have on its own," Glocer added.
But shares in Thomson Reuters nosedived in early trading this morning. By 3pm this afternoon, they were priced at £16.20, down 7% on this morning's £17.43 opening price.
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