Conversation that Counts

Newstalk was Ireland's second most-listened-to radio station. It had the shows, the reach, the heritage. What qualitative research revealed was harder to hear: a perception of being pale, male and stale. Younger, digitally-native audiences were not coming. The brand was drifting.

We led a repositioning built around what Newstalk genuinely stood for. Through co-creation workshops with listeners, presenters and programme-makers, the answer was clear: intelligent, challenging, inclusive conversation. Not broadcasting at people. Talking with them.

That became Conversation that Counts - a new visual identity and a brand platform that gave the station a distinct voice in an increasingly noisy media landscape.

Since the rebrand launched in May 2023, Newstalk has grown weekly reach to 861,000 and holds an 8.5% national market share, with flagship shows including The Pat Kenny Show and The Anton Savage Show delivering their strongest audiences to date.