t-online redefines its brand essence

t-online, one of Germany’s highest-reach digital media platforms, is now presenting itself with a new brand essence:
“t-online – anständig.informiert.”, marking the start of the next phase in its development.

The new brand promise, new slogan and the associated nationwide marketing campaign aim to strengthen trust in independent and factual reporting, appeal to new target audiences and establish the t-online brand as a strong, trustworthy environment for digital advertising campaigns among clients and media agencies. 

With the new slogan “anständig.informiert.”, t-online affirms its commitment to binding editorial principles. These include careful research, a consistent separation of opinion and news, balanced reporting, protection of personal rights and respectful treatment of those affected. The editorial team, made up of around 180 journalists in 13 German cities and several international locations, is committed to making different perspectives visible and upholding high journalistic quality standards even under time pressure. 

“Especially at a time when distrust in the media is growing and public debates are becoming increasingly polarised, media outlets must prove they are worthy of trust. With our brand message, we want to counter widespread disinformation and one-sidedness and be a safe haven for all people who want to be properly and freely informed. Our editorial team stands for sincerity, diversity and respectful interaction,” explains Florian Harms, managing director and editor-in-chief of t-online.

Over the past 30 years, and especially since the acquisition by Ströer in 2015, t-online has continuously evolved: from an internet pioneer and email portal into a leading journalistic medium that reaches millions of people daily. The new marketing campaign underscores the editorial transformation and highlights the ambition to be a pioneer of high-quality digital journalism in the future. 

“t-online today combines, like hardly any other digital medium, wide reach with editorial credibility, thereby creating a particularly trustworthy and visible advertising environment that advertisers can use specifically to address broad, heterogeneous target groups. Our new marketing campaign captures this self-image perfectly and at the same time serves as a promise for the future of our journalistic and technological development,” says Marc Schmitz, Managing Director of Ströer Content Group GmbH.

t-online collaborated with the advertising agency Dog Ear Films in this phase of development.