Changes in reading habits, especially of younger readers, and the competition from the Internet have led to a decreasing readership in the segment of daily newspapers. The objective of this campaign was to modernise and rejuvenate the traditional brand Frankfurter Allgemeine Zeitung (F.A.Z.), and thus to strengthen the image of the newspaper. Since its founding, the F.A.Z. has been promoting itself with its readers: to date, more than 80 important personalities from politics, economy, culture and sports have been photographed in their characteristic environments reading the F.A.Z, fitting the claim “There’s always a clever mind behind it”.
Frankfurter Allgemeine Zeitung, Frankfurt / Main
Chief Executive Officer:
General Manager Advertising Markets / Media Solutions: