New Zealand’s number one commercial radio station, Newstalk ZB, has launched a new brand campaign celebrating the broadcasters behind its loyal audience – putting them in sharp, unvarnished closeup.

At its core is a simple proposition: in a world where it is increasingly hard to know what platforms to trust, Newstalk ZB offers experienced, credible broadcasters asking the right questions, every day. The Every
View from Every Angle position reflects the reasons audiences choose ZB, with headlines including: Hear Yourself Think, Hear What Matters, Hear It First.

Reagen Butler‘s photography puts Newstalk ZB hosts Mike Hosking and Heather Du Plessis-Allan front and centre, mirroring the intimacy of radio and a brand with nothing to hide.

Katie Mills, Chief Marketing Officer – Audio, said:

“There is often a temptation in marketing to change things, but the talented broadcasters in this campaign are the reason our audience trusts Newstalk ZB. Our job was simply to put them in a frame that does them justice. Newstalk ZB doesn’t need a gimmick. It needs people to remember what they already know, that when something actually matters, this is where New Zealanders go.”

Newstalk ZB is New Zealand’s number one radio station nationwide in both cumulative audience and station share. The Mike Hosking Breakfast is the country’s most listened-to radio show and the station has been named Station of the Year at the NZ Radio and Podcast Awards for five consecutive years and is again a finalist for the upcoming awards in June. Heather du Plessis-Allan was the Broadcaster of the Year in 2025.

The campaign is designed for sustained brand building across the year, with a portfolio of executions adaptable to major moments including the General Election to be held in November.

Mike Hosking said:

“Newstalk ZB is coming up to 100 years of broadcasting to New Zealanders. A hundred years of loyal listeners, of earning trust, and of showing up every single day to ask the questions that matter. That’s not
something you build overnight, and it’s not something you take for granted. This campaign is a celebration of that strength, of a station and a team that has always believed in being the best and never stopped working to prove it.”

Will Maisey, Head of Talk at Newstalk ZB, said:

“This campaign is about confidence – confidence in our people, our platform and our audience. Newstalk ZB is the most listened-to station in the country because of the entire team behind it, on air and off.

We’ve built something genuinely rare, and every person in our nationwide team plays a part in that. Seeing it celebrated like this is something we’re all incredibly proud of.”

Campaign credits:
Reagen Butler Photography and Direction
Matt McKenzie Managing Director and EP Supernormal
Graham Dolan Group Creative Director, NZME
Xanthe Williams Creative Director, NZME
Katie Mills Chief Marketing Officer – Audio, NZME
Jennifer Pryor Group Senior Marketing Manager – Audio, NZME
Michelle Howard Senior Brand Manager – Audio, NZME
Will Maisey Head of Talk – Newstalk ZB, NZME