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As Philips and Tropicana chill out near the North Pole, Thomson Reuters is trotting off in the other direction—launching a new marketing contest for the launch its Eikon financial platform in which it's crowdsourcing taglines about the future of the financial industry, and offering the winner a trip to Antarctica. And not just a tourist trip. The lucky individual will earn a spot in the bad-ass truck above for a very special journey next year: an attempt by a Thomson Reuters team to set a new Guinness world record for the fastest overland journey to the South Pole.
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