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.

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.

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, 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

The Brands Winning Tomorrow Are Building Trust Today

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