How the new Tagi claim was created - short interview with Andrea Bison from Thjnk
Thjnk is the Tagesanzeiger’s new lead agency. In this interview, Andrea Bison, COO and partner at Thjnk, explains how the new tagline «Let’s find out» came about and what it means for the daily newspaper’s brand image.
Werbewoche.ch: You are the lead agency of the Tages-Anzeigerhow did you manage to prevail in the pitch?
Andrea Bison: It wasn't a classic creative pitch, but an agency evaluation that not only focused on the technical skills, but also took us as a team and the possible collaboration models into consideration very intensively. In addition to the basic introduction of the agency, we were therefore able to experience a lively exchange about the brand, possible development directions and the necessary processes in this first step. And this discussion has inspired the Tagis - in addition to our previous work for other clients. The actual collaboration then began with a strategic briefing, the result of which in turn formed the strategy for the new campaign platform and the logo modernization.
The Tagi wants more interaction with its subscribers, how did the claim "Let's find out" come about?
The Tagi was historically positioned quite broadly as a people's newspaper with service aspirations for a very long time and therefore had to contend with a somewhat unclear brand image. However, the brand has since moved away from this and concentrated on its editorial product. This has allowed us to pursue an approach that clearly stems from the journalistic curiosity of the Tagis and its editorial team. Because the Tagi follows the clear claim to critically engage with the powerful as the fourth estate in the state and ultimately to fight for facts and knowledge with a pen. And this is what the new claim stands for as a guiding principle and incentive. To the Tagi and the editors themselves, but also to all their users, not to be satisfied with the superficial, but to ask questions, to look deeper, to want to know and to find out.
Dept is on board as an external digital agency. How did the collaboration go?
The collaboration went very well. Dept acted as a media partner and also helped with the production of some advertising material.
Are more measures planned in connection with the claim? Is this in the context of an overarching goal?
The claim is not just a campaign banner, but a signal of openness. The editorial team led by Priska Amstutz and Mario Stäuble is seeking a direct exchange with the public and is even inviting people to a virtual editorial conference. And this too is just the starting signal for the new positioning of the Tagesanzeiger brand. Further exciting measures will follow.
