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

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.

In a Convenience Economy, Audio Delivers

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/04f21755-aea3-40f9-b5a7-b426003988a7/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 this episode of Heard Mentality, we explore why audio might be the most underused and powerful medium in advertising.

Brittney Rigby sits down with three leaders in sound and creativity: Ralph Van Dijk (Founder of Eardrum), Sophie Haydon (Executive Creative Producer at Sonar Music), and Zac Pritchard (Executive Creative Director at Dentsu Creative).

Together they unpack why audio captures attention in ways other media can’t, why much podcast advertising still misses the mark, and why brands should stop treating sound as an afterthought.

From the emotional power of music to the craft of sonic branding, the conversation explores how great audio work is created and why authenticity, voice, and storytelling matter more than ever in an AI-driven world.

If great advertising makes people feel something, this episode asks a simple question: should sound be where it starts?

In this episode of Heard Mentality, we explore why audio might be the most underused and powerful medium in advertising.
Brittney Rigby sits down with three leaders in sound and creativity: Ralph Van Dijk (Founder of Eardrum), Sophie Haydon (Executive Creative Producer at Sonar Music), and Zac Pritchard (Executive Creative Director at Dentsu Creative).
Together they unpack why audio captures attention in ways other media can&rsquo;t, why much podcast advertising still misses the mark, and why brands should stop treating sound as an afterthought.
From the emotional power of music to the craft of sonic branding, the conversation explores how great audio work is created and why authenticity, voice, and storytelling matter more than ever in an AI-driven world.
If great advertising makes people feel something, this episode asks a simple question: should sound be where it starts?

 Why Great Advertising Starts With Sound

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/0689f8fb-23eb-4a95-b8a8-b409004a1f83/transcript

“The starting point. No one cares about your brand.”

In this episode, brand consultant and marketing professor, Mark Ritson delivers the kind of straight-talk marketers know him for, exploring the fundamentals of growth, the power of audio in the media mix, and why long-term consistency still beats short-term tactics.

&ldquo;The starting point. No one cares about your brand.&rdquo;
In this episode, brand consultant and marketing professor, Mark Ritson delivers the kind of straight-talk marketers know him for, exploring the fundamentals of growth, the power of audio in the media mix, and why long-term consistency still beats short-term tactics.

Why 11% Might Be the Smartest Media Decision You Make

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/b374abd1-c78b-4330-a982-b3fb0184c726/transcript

In this episode of Heard Mentality, Brittany Rigby is joined by Webjet’s Oonagh Flannery, The Hallway’s Jules Hall, and Havas Host’s Gayle While to unpack how audio shapes travel brands — and why consistency in sound is one of the most powerful tools in building recognition and trust.

In this episode of Heard Mentality, Brittany Rigby is joined by Webjet&rsquo;s Oonagh Flannery, The Hallway&rsquo;s Jules Hall, and Havas Host&rsquo;s Gayle While to unpack how audio shapes travel brands &mdash; and why consistency in sound is one of the most powerful tools in building recognition and trust.

Travelling Through Sound — Audio Without Borders

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/c2e45e6d-cb4f-43ff-bb9b-b3da0067e396/transcript

Every brand has a look — the great ones also have a sound.
Brittney Rigby speaks with Aaron Matthews (Original Audio) and Laura-Leigh Smith (Studiotonic) about the emotion, science, and consistency behind great sonic branding. Plus, we chat with Kimberley Flanagan (Strat Agency) about how Chemist Warehouse has used these principles to build one of Australia’s most recognisable retail brands.

Every brand has a look &mdash; the great ones also have a sound. Brittney Rigby speaks with Aaron Matthews (Original Audio) and Laura-Leigh Smith (Studiotonic) about the emotion, science, and consistency behind great sonic branding. Plus, we chat with Kimberley Flanagan (Strat Agency) about how Chemist Warehouse has used these principles to build one of Australia&rsquo;s most recognisable retail brands.

Sound That Sticks: How Audio Builds Brands You Can’t Forget

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/4780b1d7-c460-4efd-926f-b3a2003e38c0/transcript

What does sushi have in common with Netflix?

A killer sonic brand.

In this episode of Heard Mentality, Brittany Rigby chats with Stuart White (Head of Marketing, Sushi Hub) and Charlton Hill (Head of Music & Innovation, Uncanny Valley) about the power of sound to build memory, emotion and culture.

From the seven-second earworm that made Sushi Hub unforgettable to why the right sonic logo can outperform a million-dollar TV spot, this is your masterclass in making people hear your brand — and feel it.

What does sushi have in common with Netflix?
A killer sonic brand.
In this episode of Heard Mentality, Brittany Rigby chats with Stuart White (Head of Marketing, Sushi Hub) and Charlton Hill (Head of Music &amp; Innovation, Uncanny Valley) about the power of sound to build memory, emotion and culture.
From the seven-second earworm that made Sushi Hub unforgettable to why the right sonic logo can outperform a million-dollar TV spot, this is your masterclass in making people hear your brand &mdash; and feel it.

The Brands You Can Hear: From Sushi Hub to Netflix – The Power of Sonic Branding

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/d7301587-46a6-4d21-a5bf-b39a0002aa5d/transcript

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.

Heard Mentality

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