Heard Mentality
Heard Mentality
Heard Mentality explores how the world’s most creative brands use sound to make people feel, think, and act. Presented by Commercial Radio & Audio and hosted by LBB’s Britt Rigby, it’s a fast, inspiring look into the stories and strategies proving the power of audio to cut through and move audiences.Social links:
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Free the Funshine: Why Chupa Chups Backed a Jingle
The jingle didn't follow the media plan. It built it. Chupa Chups is one of the most recognised confectionery brands on earth, and almost all of that recognition sits on a stick. So when the brand moved into the Australian lollies aisle, it needed to be unmistakably Chupa Chups in a category where…
28:49
Inside Brand Australia's Sonic Identity
How do you make an entire country sound like itself? Brittney Rigby sits down with Sarah Holder (Head of Communications, Marketing and Engagement, Austrade) and Nick West (Co-Founder and Creative Strategist, Smith & Western) on building the first sonic identity for Australia's Nation Brand. They …
33:00
Making Waves: The Sonic Strategy Behind Carnival’s ‘Play Away’
In this episode of Heard Mentality, Carnival Cruise Line and Innocean reveal how they turned up the fun — and the volume — with the cruise line’s latest campaign, Play Away. From brilliantly dry voiceover delivery to immersive sound design and Carnival’s unmistakable ship horn, the campaign was bui…
36:08
The Sound of Being Brave
Pizza Hut's staff can't say the brand's name in the office anymore. They sing it. That's what a sonic asset does when it's working. Toyota has known it for decades: every brief there now starts with the same two questions. What are we doing with the sting, and what's the music? Brittney Rigby sit…
37:02
What good work sounds like
What does great creative actually sound like? Brittany Rigby sits down with two of Australia's top creative leaders, David Fraser (CD, BMF) and Jeremy Hogg (National ECD, M+C Saatchi), to talk trust, taste, and the craft of audio in an industry obsessed with the shiny and the new. They get into k…
32:24
The Brands Winning Tomorrow Are Building Trust Today
And why audio is uniquely positioned to help brands build it. In this special Cannes edition of Heard Mentality, System1's Andrew Tindall joins BT Group's Chief Brand & Marketing Officer, Cilesta van Doorn, to explore why trust has become one of marketing's strongest predictors of commercial succ…
30:49
Sonic Branding is a Lifetime Opportunity
In this episode of Heard Mentality, Britt Rigby sits down with Uncensored CMO host Jon Evans to unpack why sonic branding remains one of marketing’s most underutilised growth levers, and why the smartest brands are investing in audio assets that last decades, not just campaigns. From the emotional…
43:25
The sound of growth and why playing it safe gets you nowhere
In a channel built for intimacy and attention, are we playing it too safe with audio? In the latest episode of Heard Mentality, join Emily Meier-Murren (Carma), Lisa Burton (Crowd Goes Wild) and Simon Lee (Enigma) as they unpack why audio isn’t just a support channel, it’s where brands can build …
46:30
What Uber Can Teach Us About the Power of Audio
In this episode of Heard Mentality, we sit down with two of the most awarded creative minds in the country — Tom Martin and Julian Schreiber, Chief Creative Officers at Special Australia. As the creative force behind brands like Uber, Bonds and Virgin, they unpack the role audio plays in shaping p…
27:06
In a Convenience Economy, Audio Delivers
Live from HEARD Live, this special edition of Heard Mentality brings together Global Chief Marketing Officer of Guzman y Gomez, Lara Thom, and Lizzie Young for a candid conversation on the role of audio in driving real business growth. From distinctive brand assets to measurable sales impact, Lara…
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