Transforming the RTL brand

17.02.2021, Germany/Luxembourg, RTL Group

RTL Group together with Mediengruppe RTL Deutschland have developed 'RTL United' – a concept for transforming the RTL brand, both nationally and internationally.

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As part of the RTL United project, we are currently reviewing the current brand architecture, which consists of many different RTL brands across the Group. The aim is to join forces and to collaborate closer in the face of growing competition and to focus on our audience more than ever before.

Thomas Rabe

As Thomas Rabe, CEO of RTL Group, wrote in RTL Group’s Annual Report 2019: "More than 90 per cent of the population in our key European markets are familiar with the brand RTL – it stands for our promise of high-quality entertainment, independent information and always being close to the audience. In times of massive audience fragmentation and growing disinformation, this is both a competitive advantage and a responsibility for all of us at RTL. To underline our brand promise and to express that we are one RTL, we have started a review of our brand architecture, and will strengthen and harmonise the RTL branding across the Group.”

This transformation has now begun with the RTL United project, where we are working on a comprehensive redesign and repositioning of the RTL brand. We will sustainably strengthen RTL as the leading European entertainment brand and harmonise the brand architecture across the entire RTL Group. From the corporate brands to the channel and format brands, and across all digital platforms. The focus is on an RTL brand that stands for positive entertainment and independent journalism, as well as inspiration, energy and attitude.

Roll-out is planned for the second half of 2021, starting with RTL Group and RTL Deutschland and then gradually across the other European RTL families of channels. As part of this transformation in creating a strong consumer brand, the German streaming service TV Now will become RTL+.

RTL United is far more than just a redesign – it is our response to the changes in the media and competitive landscape, in society, and to technological innovations and opportunities. Because cohesion, a common appearance and a clear purpose are more important today than ever before.

Stephan Schäfer, Managing Director Content and Brands at Mediengruppe RTL Deutschland, is heading the project in Germany. The positioning was developed by a team led Oliver Fahlbusch, EVP Communications and Investor Relations at RTL Group; and Julian Weiss, CMO at Mediengruppe RTL Deutschland. The new design was created in teamwork with the branding and tech agency AKQA (London / Gothenburg), which counts clients such as Nike and Netflix among its portfolio.

Elmar Heggen, COO and Deputy CEO of RTL Group, together with Oliver Fahlbusch and Julian Weiss started presenting the project to the senior management in Luxembourg, Hungary, Croatia, Belgium and the Netherlands.

In Germany, various cross-functional workstreams in culture, content, story and involvement, design and product/tech are currently working on the development and implementation steps.

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