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 shares how audio has become a core engine behind GYG’s expansion, and why consistency, creativity and accountability are what make it work.

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 shares how audio has become a core engine behind GYG&rsquo;s expansion, and why consistency, creativity and accountability are what make it work.

How Audio Moves Minds & Markets. 

Heard Mentality explores how the world’s most creative brands and minds use sound to make people feel, think, and act. 

Presented by Commercial Radio & Audio and hosted by Little Black Book’s Brittany Rigby, it’s a fast, inspiring look into the stories and strategies proving the power of audio to cut through — and move us as people.

How Audio Moves Minds &amp; Markets. 
Heard Mentality explores how the world&rsquo;s most creative brands and minds use sound to make people feel, think, and act.&nbsp;
Presented by Commercial Radio &amp; Audio and hosted by Little Black Book&rsquo;s Brittany Rigby, it&rsquo;s a fast, inspiring look into the stories and strategies proving the power of audio to cut through &mdash; and move us as people.

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.

Heard Mentality explores how the world&rsquo;s most creative brands use sound to make people feel, think, and act.
Presented by Commercial Radio &amp; Audio and hosted by LBB&rsquo;s Britt Rigby, it&rsquo;s a fast, inspiring look into the stories and strategies proving the power of audio to cut through and move audiences.

In a Convenience Economy, Audio Delivers

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/04f21755-aea3-40f9-b5a7-b426003988a7/transcript

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 categories, earn trust and drive real-world action.

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&rsquo;t just a support channel,&nbsp; it&rsquo;s where brands can build categories, earn trust and drive real-world action.

The sound of growth and why playing it safe gets you nowhere

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/ef5075e8-0ec7-40b6-93ab-b44200811289/transcript

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 powerful ideas.

From distilling creativity down to its purest form, to understanding when sound is the idea versus the craft, it’s a look at creativity through an audio lens, and why stripping things back might be the key to making ideas land harder.

In this episode of Heard Mentality, we sit down with two of the most awarded creative minds in the country &mdash; 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 powerful ideas.
From distilling creativity down to its purest form, to understanding when sound is the idea versus the craft, it&rsquo;s a look at creativity through an audio lens, and why stripping things back might be the key to making ideas land harder.

What Uber Can Teach Us About the Power of Audio

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/14b6b66a-7707-49c1-8d8b-b433017c99f2/transcript

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.

In this episode of Heard Mentality, we sit down with Westpac&rsquo;s Chief Growth and Marketing Officer, Michelle Klein, to unpack how one of Australia&rsquo;s most established brands found a powerful new idea&hellip; hidden in plain sight.
From unlocking the iconic &ldquo;W&rdquo; 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 &mdash; and how it&rsquo;s remembered.
Michelle shares the thinking behind Westpac&rsquo;s latest brand platform, why music became the centrepiece of the campaign, and how sonic branding can act as a powerful &ldquo;mnemonic device&rdquo; &mdash; building memory, emotion and long-term brand equity.

How to bank on sound: Westpac’s Michelle Klein on music, memory and modern marketing

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/ca75ac0f-7ede-4395-8be5-b418001bc7c7/transcript

In a Convenience Economy, Audio Delivers

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