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.

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 Sound of Being Brave

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