t-online
Winner
Excellence in Brand Strategy and Creation
Branded CSR Activities – Social
Credits
Company / Customer
Agency / Design
Details
T-online is Germany’s highest-reach news platform — yet its profile had remained blurred. High reach met low brand loyalty, while trust in the media declined and algorithms rewarded outrage. The response: a clear stance. With “anständig. informiert.”, t-online made decency its brand core and claimed the space between populist, free news outlets and serious, paywalled news brands. A roadshow and a nationwide campaign anchored this positioning within the company, in public discourse, and in the market.
The Jury‘s Statement
Where reach is high but the profile remains blurred, brand management needs a clear decision. "t-online" responds to the loss of trust in the news market not with volume, but with decency as its editorial and brand strategic core value. The two-part visual system clearly separates editorial content from self-promotional communication, while the internal roadshow secured cultural anchoring before the public launch. This creates a socially grounded brand stance that enables participation, offers orientation and strengthens attachment to a freely accessible news offering.
