Written into the predicament
Guye Benker and Tamedia are launching the new visual identity for the Tages-Anzeiger
Guye Benker and Tamedia launch the new image campaign for the Tages-AnzeigerBy Simone Keller "The Tages-Anzeiger wants to be more necessary than ever" and supports its new claim with stock images of grim faces of people of public interest. The new image campaign for the Tamedia flagship is being implemented by Guye Benker following an in-depth analysis of the daily newspaper.
Last spring, Tamedia said goodbye to its in-house agency Weber Hodel Schmid (WHS) and its "Wir bleiben dran" campaigns. For eight years, this claim stood for the journalistic performance of the Tages-Anzeiger.
After that, there was radio silence. But the Tagi marketing experts did not remain inactive. They called in the expertise of the Zurich agency Guye Benker (GB) and their BrandEquitizer tool and examined the paper's image. The findings were sobering. The Tagi had lost its profile and positioning.
After jointly developing the new branding strategy, the collaboration with the creative team from GB was only a logical conclusion for Tagi advertising manager Gabi Wettstein: "Thanks to the BrandEquitizer study, Guye Benker was already close to the product and therefore had the best prerequisites for communicating the positioning visually."
The long-standing success of WHS's "Wir bleiben dran" campaigns has raised the bar for future Tagi appearances. Not least for this reason, the one-year advertising absence of the Tamedia flagship also raised high expectations for the subsequent communication appearance.
Not afraid of controversial opinions
Images from the new image campaign first appeared in the Tagi on November 9: Pictures of rather grumpy to annoyed looking public figures. Headlines such as "Our opinion doesn't suit everyone" or "We don't just make friends with our views" are intended to position the Tages-Anzeiger as an independent, politically committed newspaper that expresses its opinion on socially relevant topics.
According to CD André Benker, the "More necessary than ever" cover reinforces the message: "In these increasingly difficult political times, we need an organ that is independent, well-researched, skeptical and uncomfortable." And one that represents its own opinion, adds the CD.
Portraits are not only taken of personalities from national and international politics, but also of well-known figures from the world of sport and culture. The people are representative of opinions and views on certain topics that do not (always) coincide with those of the Tages-Anzeiger. These are personalities from all political camps, explains copywriter Dani Müller. For example, Elmar Ledergerber is also shown, who tends to be on the same (political) wavelength as the Tages-Anzeiger, but takes a contrary view to the editorial team in the discussion about the Schauspielhaus.
The print campaign will focus on Tamedia titles. It is the prelude to a series of different appearances that are intended to emphasize further aspects and benefits of Tagi. According to Wettstein, the brand promise is at the heart of the new communication strategy, and thus of all upcoming advertising activities: "As a high-quality, committed to uncomfortable (political) daily newspaper, we provide information and inspiration for a more complex and exciting life in and around Zurich."
One of the reasons why the WHS claim was jettisoned was the fact that it was increasingly being copied by other print media and the appearances were losing their uniqueness. In conceptual terms, however, the new creative strategy is not entirely new: celebrity endorsement campaigns have been seen before in media advertising - just think of Facts and Blick. Or the FAZ campaign "Dahinter steckt immer ein kluger Kopf" and Le Temps' "Un jour ou l'autre".
Ad Rating
Last spring, Tamedia said goodbye to its in-house agency Weber Hodel Schmid (WHS) and its "Wir bleiben dran" campaigns. For eight years, this claim stood for the journalistic performance of the Tages-Anzeiger.
After that, there was radio silence. But the Tagi marketing experts did not remain inactive. They called in the expertise of the Zurich agency Guye Benker (GB) and their BrandEquitizer tool and examined the paper's image. The findings were sobering. The Tagi had lost its profile and positioning.
After jointly developing the new branding strategy, the collaboration with the creative team from GB was only a logical conclusion for Tagi advertising manager Gabi Wettstein: "Thanks to the BrandEquitizer study, Guye Benker was already close to the product and therefore had the best prerequisites for communicating the positioning visually."
The long-standing success of WHS's "Wir bleiben dran" campaigns has raised the bar for future Tagi appearances. Not least for this reason, the one-year advertising absence of the Tamedia flagship also raised high expectations for the subsequent communication appearance.
Not afraid of controversial opinions
Images from the new image campaign first appeared in the Tagi on November 9: Pictures of rather grumpy to annoyed looking public figures. Headlines such as "Our opinion doesn't suit everyone" or "We don't just make friends with our views" are intended to position the Tages-Anzeiger as an independent, politically committed newspaper that expresses its opinion on socially relevant topics.
According to CD André Benker, the "More necessary than ever" cover reinforces the message: "In these increasingly difficult political times, we need an organ that is independent, well-researched, skeptical and uncomfortable." And one that represents its own opinion, adds the CD.
Portraits are not only taken of personalities from national and international politics, but also of well-known figures from the world of sport and culture. The people are representative of opinions and views on certain topics that do not (always) coincide with those of the Tages-Anzeiger. These are personalities from all political camps, explains copywriter Dani Müller. For example, Elmar Ledergerber is also shown, who tends to be on the same (political) wavelength as the Tages-Anzeiger, but takes a contrary view to the editorial team in the discussion about the Schauspielhaus.
The print campaign will focus on Tamedia titles. It is the prelude to a series of different appearances that are intended to emphasize further aspects and benefits of Tagi. According to Wettstein, the brand promise is at the heart of the new communication strategy, and thus of all upcoming advertising activities: "As a high-quality, committed to uncomfortable (political) daily newspaper, we provide information and inspiration for a more complex and exciting life in and around Zurich."
One of the reasons why the WHS claim was jettisoned was the fact that it was increasingly being copied by other print media and the appearances were losing their uniqueness. In conceptual terms, however, the new creative strategy is not entirely new: celebrity endorsement campaigns have been seen before in media advertising - just think of Facts and Blick. Or the FAZ campaign "Dahinter steckt immer ein kluger Kopf" and Le Temps' "Un jour ou l'autre".
Ad Rating
Orange
Yes, yes, Reini Weber's advertisement for the SonntagsZeitung divided opinion - narrowly to the disadvantage of WHS. The Orange campaign is being put to the test this week and is asking all ad raters for a fair assessment at www.werbewoche.ch/adrating
Sunday newspaper
Top: 42,66%
Flop: 57,34%
Praise and criticism of ad-raters summarized at www.werbewoche .ch/adrating/comments
