Today FM talks uncommon sense via Hello

MediaWorks has successfully launched its new, refreshing style of news and talk radio, Today FM, with a nationwide marketing campaign via Hello.

With the same old voices from both left and right dominating radio shows, Today FM is on a mission to bring a more balanced, forward-looking, positive approach to talk back.

“Our ambition is to redefine news and become the nation’s go-to news platform,” says Amanda Midgley, Head of Marketing at MediaWorks.

“The brand provides, what we believe is a refreshing platform for listeners to join the discussion with a more balanced point of view.”

Dallas Gurney, Director News & Talk at MediaWorks, has built the business from scratch in less than nine months, assembling a talented line-up including Tova O’Brien, Duncan Garner, Rachel Smalley, Mark Richardson, Leah Panapa, Lloyd Burr, Wilhelmina Shrimpton and Polly Gillespie, plus other top tier talent and luring Paul Henry as the voice of the brand.

“The campaign focuses on what unites us, rather than what divides us,” says Lee Gilmour, Senior Marketing Manager at MediaWorks.

“We wanted to create a campaign that excites every day New Zealanders and showcases Today FM as a powerful place for all of us.”

“The campaign amplifies how finding common ground is the best way to move an issue forward, and that Today FM has the platform to help make a difference,” says Damon O’Leary, Creative Director, Hello.

“Dallas and the entire team have been superb throughout the development process and we can’t wait to see the station grow.”

The campaign is currently running across national TV, out of home, radio, print, digital and social media.

Read more: How Today FM is looking to generate commercial success


Client: MediaWorks
Director of News & Talk: Dallas Gurney
Head of Marketing: Amanda Midgley
Senior Marketing Manager: Lee Gilmour
Marketing Manager: Stefanie Gough

Agency: Hello
Strategy Director: Deborah Simpson
Creative Director: Damon O’Leary
Design Director: Matt Hammond
Managing Director: James Polhill
Producer: Nigel Sutton
Production company: Bunker
Sound: Franklin Road
Production company: The Collective Force
Executive producer: Jason Jones
Photography: Toaki Okano

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