Manifesto is proud to announce a partnership with TDUB, a leading German Tech public relations agency based in Hamburg. This collaboration strengthens Manifesto’s ability to support Finnish clients in the German market by working with TDUB to offer tailored and effective communication services. Both Manifesto and TDUB are also members in IPREX, a global network of PR and communications agencies.
TDUB serves customers in multiple industries with special expertise in technology, mobility, and digital lifestyle industries, both B2B and B2C, Corporate and Product. TDUB’s supports customers with targeted communication strategies, media relations, digital communication, and influencer marketing.
“We’re excited to welcome TDUB as our partner agency in Germany. Their deep industry expertise and dynamic approach align perfectly with Manifesto’s way of working. With TDUB, we can now offer Finnish companies local insights and PR programs that truly resonate in the German market. As Germany is one of Finland’s key trading partners, having a local agency on our side is essential for helping Finnish businesses succeed when entering the German market” says Harri Kammonen, CEO at Manifesto.
“We are happy to partner with Manifesto. We share a very similar approach to customers and services, so this is a perfect match. For seven years we have been looking for the best national, owner-managed technology PR agencies in Europe, EMEA and the world to offer technology clients the best possible PR solution. With Manifesto, we have finally found an excellent partner. We have already had several clients from Finland and the current global situation should provide an additional tailwind for the mutual market interest of companies.” says Karsten Hoppe, one of the founders and Managing Directors of TDUB.
To mark the start of our collaboration, we spoke with Karsten Hoppe about what Finnish companies need to know to when planning and executing PR programs in German market.
A unique German media landscape and media relations
The German media landscape is diverse and deeply rooted in a strong print tradition. Unlike many other countries, Germany still stands out with a broad array of media outlets, including numerous specialized trade publications and a robust national and regional press. While digital channels are on the rise, print media continues to hold significant influence—particularly in B2B communication.
At the same time, digitalization has brought budget and time constraints to many editorial teams. “This makes it essential for companies to provide high-quality, relevant content that genuinely supports journalistic work. In today’s media environment, content must earn its place by offering real news value—not just promoting a product”, Hoppe says.
Communication is about relationships, not just press releases
Success in German market requires a strategic, long-term commitment—not quick, sales-driven communication. Journalists value well-researched stories and locally relevant content. Building trust-based relationships is essential: companies need to engage in dialogue, provide useful insights, and understand how to contribute to a journalist’s story, rather than simply pitching products.
“German audiences expect communication that is factual, precise, and data driven. This is especially true for tech companies—vague claims like “We also do AI” fall flat. Instead, messages should clearly explain the real-world value of innovations, backed by insights, guides, or whitepapers that educate and inform”, Hoppe emphasizes.
Finland’s reputation is a competitive advantage
Germans tend to view Finland positively, associating it with innovation, digital progress, quality education, and trustworthiness. The Finnish model of society—rooted in equality, transparency, and sustainability—resonates strongly in Germany.
“This national image gives Finnish companies a natural head start,” says Hoppe. “Emphasizing their origins and values can be a powerful part of their brand positioning in Germany.”
TDUB’s proven success also with the Finns
TDUB has already worked with Finnish companies in the German market. A standout example is its collaboration with WithSecure on the Rapid Response cybersecurity campaign, which earned seven major awards, including the International German PR Prize 2023 and two PR Report Awards in 2022.
Manifesto thanks Karsten for great insights and looks forward to working with the TDUB’s team. If you’re planning to expand your business to Germany and want to do it right, we’re here to help.