What does a brand sound like, and how do you make people feel it before they see it?

SBS's Uma Oldham, Bureau of Everything's Emily Taylor and Mosaic's Adam Moses join Brittney Rigby to unpack how sound builds brands people remember. Uma shares how SBS built its new sonic identity and put audio at the heart of its World Cup Watchers' Rights Association campaign. Emily takes us inside Domino's first brand platform in a decade, Drop Everything* It's Domino's, and explains how radio let Amber Electric tell South Australians they were revolting. Adam reveals how he wrote one anthem for Amex's World Cup campaign and gave it a distinct voice in four countries.

Together they make the case that radio is one of the most untapped opportunities in marketing, and that brands willing to brief it properly are rewarded with work that cuts through. Plus, 3D audio ads that drop listeners into the wilderness, King Stingray's take on Down Under, and the sounds that live rent free in their heads.

What does a brand sound like, and how do you make people feel it before they see it?
SBS's Uma Oldham, Bureau of Everything's Emily Taylor and Mosaic's Adam Moses join Brittney Rigby to unpack how sound builds brands people remember. Uma shares how SBS built its new sonic identity and put audio at the heart of its World Cup Watchers' Rights Association campaign. Emily takes us inside Domino's first brand platform in a decade, Drop Everything* It's Domino's, and explains how radio let Amber Electric tell South Australians they were revolting. Adam reveals how he wrote one anthem for Amex's World Cup campaign and gave it a distinct voice in four countries.
Together they make the case that radio is one of the most untapped opportunities in marketing, and that brands willing to brief it properly are rewarded with work that cuts through. Plus, 3D audio ads that drop listeners into the wilderness, King Stingray's take on Down Under, and the sounds that live rent free in their heads.

The Feeling Is the Brand: How Domino’s, Amex and SBS Use Audio

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/eaaa165f-50e4-47dd-9591-b4ea0074a601/transcript

A Christmas carol, a true crime podcast and hip hop radio in juvenile detention. All powered by sound that moves people.

In this episode of Heard Mentality, Jon Austin, Co-Founder of Supermassive, and Dom Hickey, Chief Strategy Officer at Enigma, explore why sound deserves a bigger role in brand strategy and creative thinking. From Air New Zealand’s Christmas carol and the AFP’s true crime podcast to triple j’s evolving identity and a hip hop radio station helping young people in detention, they unpack how audio can build culture, spark emotion and change behaviour.

Along the way, they challenge the idea that audiences have stopped paying attention and whether brands simply need to be more interesting.

A Christmas carol, a true crime podcast and hip hop radio in juvenile detention. All powered by sound that moves people.
In this episode of Heard Mentality, Jon Austin, Co-Founder of Supermassive, and Dom Hickey, Chief Strategy Officer at Enigma, explore why sound deserves a bigger role in brand strategy and creative thinking. From Air New Zealand&rsquo;s Christmas carol and the AFP&rsquo;s true crime podcast to triple j&rsquo;s evolving identity and a hip hop radio station helping young people in detention, they unpack how audio can build culture, spark emotion and change behaviour.
Along the way, they challenge the idea that audiences have stopped paying attention and whether brands simply need to be more interesting.

Sound Worth Paying Attention To

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/bb1b17a2-a7b3-43de-aa72-b4e2007003c5/transcript

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 every competitor already claims fun.

Brittney Rigby sits down with Amelia Goldsmith (Brand Manager, Chupa Chups ANZ) and John Fairley (Design Director, The Idea Shed) to unpack "Free the Funshine": where the portmanteau came from, why John stood up and sang the jingle live in the pitch, and how having a genuine audio asset in hand shaped where the campaign ran.

They get into nostalgia as an advantage rather than a strategy, making the case for jingles in rooms that have stopped asking for them, turning the famous Dalí daisy into a distinctive asset, running audio enabled out of home at Parramatta Westfield, and how the Nova and Coles Radio partnerships carried the same sound from awareness all the way to the checkout.

Plus the jingles they still can't shake: Cadbury's Fudge, Mojo, and Cottee's.

A must listen for anyone in marketing, advertising, FMCG or audio.

Aussie radio and audio reaches more than 15 million people every week. It's where brands are heard.

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 every competitor already claims fun.
Brittney Rigby sits down with Amelia Goldsmith (Brand Manager, Chupa Chups ANZ) and John Fairley (Design Director, The Idea Shed) to unpack "Free the Funshine": where the portmanteau came from, why John stood up and sang the jingle live in the pitch, and how having a genuine audio asset in hand shaped where the campaign ran.
They get into nostalgia as an advantage rather than a strategy, making the case for jingles in rooms that have stopped asking for them, turning the famous Dal&iacute; daisy into a distinctive asset, running audio enabled out of home at Parramatta Westfield, and how the Nova and Coles Radio partnerships carried the same sound from awareness all the way to the checkout.
Plus the jingles they still can't shake: Cadbury's Fudge, Mojo, and Cottee's.
A must listen for anyone in marketing, advertising, FMCG or audio.
Aussie radio and audio reaches more than 15 million people every week. It's where brands are heard.

Free the Funshine: Why Chupa Chups Backed a Jingle

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/8768101b-66c3-495e-accb-b4d3018b604f/transcript

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 get into the four soundscapes behind it, why the long form work came before the three second logo, testing in seven overseas markets, working with Balarinji and vocalist Olivia Fox, and how a whipbird beat the didgeridoo to become the sound of Australia.

A must-listen for anyone in advertising, marketing, radio or audio production.
Aussie radio and audio reaches more than 15 million people every week. It's where brands are heard.

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 &amp; Western) on building the first sonic identity for Australia's Nation Brand.
They get into the four soundscapes behind it, why the long form work came before the three second logo, testing in seven overseas markets, working with Balarinji and vocalist Olivia Fox, and how a whipbird beat the didgeridoo to become the sound of Australia.
A must-listen for anyone in advertising, marketing, radio or audio production. Aussie radio and audio reaches more than 15 million people every week. It's where brands are heard.

Inside Brand Australia's Sonic Identity

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/4db897c5-fcb5-4748-adba-b4c100079d5f/transcript

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 built to transport Australians from the daily grind to holiday mode in seconds. It’s a masterclass in making audio more than an afterthought — and creating sonic assets that sail straight into people’s memories.

In this episode of Heard Mentality, Carnival Cruise Line and Innocean reveal how they turned up the fun &mdash; and the volume &mdash; with the cruise line&rsquo;s latest campaign, Play Away. From brilliantly dry voiceover delivery to immersive sound design and Carnival&rsquo;s unmistakable ship horn, the campaign was built to transport Australians from the daily grind to holiday mode in seconds. It&rsquo;s a masterclass in making audio more than an afterthought &mdash; and creating sonic assets that sail straight into people&rsquo;s memories.

Making Waves: The Sonic Strategy Behind Carnival’s ‘Play Away’

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/b1d7545d-f22e-4b8c-85d8-b4b2006ad2b3/transcript

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 sits down with Nora-Kate O'Connell (CMO, Pizza Hut Australia), Evan Roberts (co-founder and CCO, Tightknit Studio) and Piero Ruzzene (ECD, Saatchi & Saatchi).

They get into the decoy scripts written deliberately too far so the merely bold ones felt safe. Waking at 3am wondering if you've gone too hard. Why the Netflix ta-dum does more brand work in one second than most platforms manage in a year. Why a sound-alike always feels hollow, even when it's legally clear. And the test that settles it: same ad, same pictures, change the track, and the effectiveness score moves a full star.

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 sits down with Nora-Kate O'Connell (CMO, Pizza Hut Australia), Evan Roberts (co-founder and CCO, Tightknit Studio) and Piero Ruzzene (ECD, Saatchi &amp; Saatchi).
They get into the decoy scripts written deliberately too far so the merely bold ones felt safe. Waking at 3am wondering if you've gone too hard. Why the Netflix ta-dum does more brand work in one second than most platforms manage in a year. Why a sound-alike always feels hollow, even when it's legally clear. And the test that settles it: same ad, same pictures, change the track, and the effectiveness score moves a full star.

The Sound of Being Brave

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/2b62b1af-49f2-448c-b077-b4970048fa26/transcript

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 keeping humans at the heart of the work, the "theatre of the mind" that makes radio so powerful, why audio still gets treated as an afterthought (and why it shouldn’t be!), knowing when an idea sounds right, hunting down unusual voices, the rise of absurdist humour, and the sonic branding that still gives them goosebumps.

A must-listen for anyone in advertising, marketing, radio or audio production.

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 keeping humans at the heart of the work, the "theatre of the mind" that makes radio so powerful, why audio still gets treated as an afterthought (and why it shouldn&rsquo;t be!), knowing when an idea sounds right, hunting down unusual voices, the rise of absurdist humour, and the sonic branding that still gives them goosebumps.
A must-listen for anyone in advertising, marketing, radio or audio production.

What Good Work Sounds Like

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/1ce914cd-ffed-4b39-876b-b47100ad610f/transcript

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 success, and why audio is uniquely positioned to help brands build it.

And why audio is uniquely positioned to help brands build it.&nbsp;
In this special Cannes edition of Heard Mentality, System1's Andrew Tindall joins BT Group's Chief Brand &amp; Marketing Officer, Cilesta van Doorn, to explore why trust has become one of marketing's strongest predictors of commercial success, and why audio is uniquely positioned to help brands build it.

The Brands Winning Tomorrow Are Building Trust Today

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/5c00d1f5-184d-40ff-80e2-b479006a86fa/transcript

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 power of music and memory, to the commercial impact of jingles, soundtracks and sonic cues, the conversation explores how audio shapes the way people feel, remember, and ultimately buy.

Because, as Jon puts it: what you hear changes what you feel, and what you feel changes what you buy.

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&rsquo;s most underutilised growth levers, and why the smartest brands are investing in audio assets that last decades, not just campaigns.
From the emotional power of music and memory, to the commercial impact of jingles, soundtracks and sonic cues, the conversation explores how audio shapes the way people feel, remember, and ultimately buy.
Because, as Jon puts it: what you hear changes what you feel, and what you feel changes what you buy.

Sonic Branding is a Lifetime Opportunity

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/3fb5349b-f2c7-45cf-afe0-b46400952aae/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

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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