MediaWorks launches new brand campaign

MediaWorks has launched a new brand position and campaign, with the focus back on audio.

The new tag ‘New Zealand listens to us’ reflects the brand’s position as a major audio broadcaster in the country and the reach of its content and advertising among millions of listeners each week.

Audio DNA

MediaWorks consists of 10 radio stations including More FM, The Rock, Breeze and The Edge, and podcasts via rova Studios, including Kiwi Yarns, DSPN, Editor in Chief, Not for Radio and Let Her Finish.

At one stage the stable also included television (TV3) and, up until recently, out of home, which has now spun off as QMS. That last change has enabled the business to refocus.

“Audio is in our DNA, and refocusing on our core expertise is already proving to be the right move for our people and our partners,” says CEO Wendy Palmer. “It allows us to double down on what we do best.”

Back to the roots

Leon Wratt, director of content, says: “It’s back to our roots. Audio is what we’ve always been bloody good at. New Zealanders listen to us because we’ve always entertained them and kept them up to date with what’s happening. We’re like a trusted friend.”

The 2.36 million listeners tuning in every week, and a 58.6% share* of the valuable 25-54 year-old listening audience, are evidence of MediaWorks’ dominance in audio, says the company.

In April, MediaWorks announced a post-tax profit of $3.8 million, a turnaround of $22 million from the $18.2 million loss reported in FY24.

Practice what you preach

Brand and communications director Mark Kelliher saw the need to reflect that renewed focus with a fresh brand position.

“Our people are talking to New Zealand businesses every day about advertising, and they needed a much sharper story to tell. And there are a lot of businesses out there who know our stations, but aren’t so familiar with MediaWorks – let alone what we do.”

After many conversations across the business and research into how the brain remembers things, Kelliher and his brand team decided to double down on the power of sound.

“We needed businesses of all sizes, all across the country to hear our name and remember it, and to know that audio advertising can do the same for their brand.”

This led to a “practice what you preach” strategy, featuring an entertaining radio campaign complete with a MediaWorks “sonic tag” at the end.

Make your brand sound good

Each ad in the new campaign starts with a MediaWorks employee cheerfully answering the phone, “MediaWorks complaints, how can I help?” The caller goes on to complain about the sounds of various ads becoming unforgettably lodged in brains. Which is, of course, the point.

Brand and creative consultant for the project, David (DT) Thomason, believes too many advertisers have forgotten, or perhaps never learnt, the power of repeated audio to drive advertising effectiveness.

“The best place to put your brand is inside the customer’s brain. And the things people remember most easily are the things they’ve heard repeatedly. You need to make your brand sound good.”

Sound builds memories

DT adds that if New Zealand businesses and agencies are listening to marketing guru Mark Ritson, radio advertising could be in for a resurgence.

According to Ritson, audio marketing and sonic branding are highly effective because sound is more easily retained in memory.

“We’re obsessed with visual cues and logos and colours… they’re actually the long way around to memory,” says DT.

The MediaWorks campaign is live across radio, outdoor and extends to business presentations featuring graphics and entertaining video.

Credits

• Mark Kelliher – MediaWorks brand lead
• David (DT) Thomason – Brand & creative consultant
• Musonda Katongo – Design
• Alastair Barren – Audio production 
• Likeminds – Video production
• Sophie Kiddey – Mandy from MediaWorks
• Angela Forward, Jess Lim, Kayla Fraser – Brand & communications rollout 
• Joel Berryman – Design rollout 
• Paul Taylor – Creative

* GFK COMMERCIAL RAM S3/2025, Total NZ CUME, AP10+, M-S 12mn-12mn.