Friedrich Merz

Merz came to Davos needing to project strength to German voters while avoiding a trade war with Washington. His performance shows a leader who understood the assignment. When Trump announced a tariff delay, Merz immediately credited the decision and expressed gratitude—framing it as successful European engagement rather than a reprieve from American mercy.

The timeline reveals the stakes. Coverage built modestly through January 19-21, then erupted on January 22nd with 3,122 quotes as Merz delivered his response to Trump's reversals on both tariffs and Greenland. His message threaded the needle: 'We know from experience that Trump repeatedly threatens tariffs' acknowledged the pattern without appearing combative.

The source distribution underscores the domestic focus of Merz's Davos strategy. Nine of his top ten sources were German-language outlets. Deutsche Welle alone produced 357 articles—6.1% of his total coverage from a single publication. This wasn't a global leader addressing the world; it was a chancellor speaking to German voters through international platforms.

What's remarkable is the sentiment outcome. At 72% positive and just 0.8% negative, Merz achieved near-perfect coverage for a leader navigating a potential trade conflict. His quotes on Italy cooperation and EU coordination gave journalists positive stories beyond the tariff tensions. Merz understood that Davos success isn't measured in confrontation—it's measured in appearing statesman-like while your opponents look erratic.