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← Back to IdeasSüddeutsche Zeitung Launches New Brand Campaign with Ogilvy for its 80th Anniversary.
Frankfurt, August 20, 2025 – Ogilvy Group Germany is designing the new brand campaign for Süddeutsche Zeitung. The campaign was launched at the ceremony celebrating Süddeutsche Zeitung's 80th anniversary on July 17 in Munich. The campaign starts with five motifs and will be used in daily newspapers, magazines, social media, radio, and OOH.
For 80 years, Süddeutsche Zeitung has offered outstanding quality journalism. It prepares answers to complex questions in an understandable way. Questions are also a central tool for journalists to make the world more comprehensible. And an enlightened, informed, and educated population is the foundation for democracy.
Big questions are therefore also the central element of the new image campaign – paired with editorial and impactful motifs. "Asking the right questions, that's what Süddeutsche Zeitung has been doing for decades," says Korbinian Vielmeier-Thiede, Director Brand & Design at SZ. He adds: "Süddeutsche Zeitung seeks answers and helps its readers to form their own well-informed opinions."
"The new campaign for SZ delivers real mind cinema," says Roland Stauber, Managing Director of Ogilvy Frankfurt, explaining further: "We ask questions that cannot be answered with a clear 'yes' or 'no'. Questions that expose simple or even populist answers. Questions that can only be answered satisfactorily with the necessary background knowledge, expertise, and understanding."
In this respect, the new image campaign itself raises the question of the importance of quality journalism in our society. The founders of Süddeutsche Zeitung in 1945 already knew that democracy is not a given. It only works if enough people commit to it and have the necessary background knowledge to see through attacks and manipulations. That is why free quality journalism is so important. It will never stop asking the right questions.
Vimeo-Link „Welt“: https://vimeo.com/1111378331?share=copy
Vimeo-Link „Spahn“: https://vimeo.com/1111377673?share=copy
The Creators
Süddeutsche Zeitung
Korbinian Vielmeier-Thiede, Director Brand & Design Claudia Joel, Project Manager Meike Wingenroth, Brand Manager Florian Panzner, Designer Lina Stahnke, Visual Designer
Ogilvy
Strategy: Frank Tavidde; Creation: Hichem Dakka, Sinya Horwedel, Bent Kroggel, Sven Mohrmann, Simon Oppmann, Timon Osche, Peter Römmelt, Max Wagner; Account Management: Natalie Schenk, Roland Stauber; Art Buying & Videos: Dominik Bull, Mathias Köhler, Simone Kulessa, Alexander Pfaff
Ogilvy Press Office
Ogilvy GmbH, Darmstädter Landstraße 112, 60598 Frankfurt
Phone: 069 9622 515 36 | presse@ogilvy.com | LinkedIn: Ogilvy Group Germany