In this episode of Heard Mentality, we sit down with Westpac’s Chief Growth and Marketing Officer, Michelle Klein, to unpack how one of Australia’s most established brands found a powerful new idea… hidden in plain sight.

From unlocking the iconic “W” to creating a custom song that audiences instantly connected with, this conversation explores how simplicity, creativity and sound can transform how a brand shows up — and how it’s remembered.

Michelle shares the thinking behind Westpac’s latest brand platform, why music became the centrepiece of the campaign, and how sonic branding can act as a powerful “mnemonic device” — building memory, emotion and long-term brand equity.