Fairfax Media has launched a brand repositioning, placing “independence” at its core.

The ‘Independent. Always’ campaign kicked off today with full page ads in its Sydney Morning Herald and The Age (pictured).

The ad states: “Seek out the truth. This thought has guided generations of journalists to the core of a story. By following the money, they expose illicit favours, corruption and behaviours that tear at the heart of democracy. Our journalists have a proud history of asking the questions that need to be asked.”

The new ‘Independent. Always’ tagline appears in print and online beneath the mastheads.

Fairfax Media CEO Greg Hywood said in a statement: “Fairfax’s greatest strength as a news organisation is its independent journalism. Our audiences want it. They value it. Others won’t and can’t deliver it.

“Not all news is created equal. Quality independent journalism has been the guiding principle at Fairfax for the past 180 years. Our journalists pursue the truth without fear or favour. Vested interests don’t get in the way and nobody offshore is directing us.”