De Telegraaf launches brand campaign: Direct. De Telegraaf.
Today, De Telegraaf is kicking off a broad brand campaign that firmly establishes the core values of the news brand. Together with creative agency Natwerk, De Telegraaf developed the campaign ‘Direct. De Telegraaf.’ A message that not only sums up the brand's mentality, but also responds to the need for clarity in a time of noise and polarization.
The campaign is being rolled out on a large scale via flyposting, radio, digital out of home (DOOH), online channels, toilet advertising, and print. This makes it one of the most cross-media campaigns the news brand has run in recent years.
Direct, without detours
Central to the campaign is De Telegraaf's direct attitude: sharp, clear, and engaged. No detours, no woolly stories, but careful, well-founded, and with an eye for the bigger picture. This fits in with the journalistic role that De Telegraaf has fulfilled for more than 130 years: a recognizable voice in the social debate, one that is heard amid the noise. “With this campaign, we are clear about who we are and how we work: direct, accessible, and open,” says editor-in-chief Kamran Ullah. “Now that our new app and site are live, it's time to communicate this loud and clear.”
Response to a fragmented media landscape
According to De Telegraaf, there is a need for clarity and direction right now. In a time of opinion inflation, polarization, and fragmentation, the news brand wants to offer guidance. Not to exaggerate differences, but to get the conversation going. Riske Betten, director of B2C at Mediahuis Nederland, explains: “This campaign underscores that we are at the heart of society. We are there for everyone who simply wants to know what's going on, in the newspaper and online, always in clear language.”
Creative agency Natwerk, which is responsible for the strategic starting point and concept, also recognizes this need for clarity. “De Telegraaf knows what it is and dares to show it—we have captured that directness in the strategy. The result is recognizable, clear, and unmistakably De Telegraaf,” says Jurgen Retra, Head of Strategy at Natwerk.
The campaign was developed and produced by De Telegraaf itself. It followed a tried-and-tested model: first the brand story and recognizability, then deepening with content, and finally concrete activation. The same message resonates at all levels: Direct. De Telegraaf.
