We spent countless weeks working on a new strategic orientation for Deutsche Telekom.

#DABEI (“part of it”) is the condensed and distilled brand promise that describes what Telekom is all about: giving everyone what they need to take part in all things connected and digital. Because the ultimate currency is participation in and connection to the things and issues that are important to you.

A strategic framework and foundation that the core of every piece of advertising will be based upon in future. (Or until marketing decides to change the brand mission again.)