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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.
Listen on Apple Podcasts, Spotify, or YouTube — or watch the video podcasts below.
EP6: How to bank on sound: Westpac’s Michelle Klein on music, memory and modern marketing
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.
EP5: Why Great Advertising Starts With Sound
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?
EP4: Why 11% Might Be the Smartest Media Decision You Make
“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.
EP3: Travelling Through Sound — Audio Without Borders
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.
EP2: 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.
EP1: The Brands You Can Hear: From Sushi Hub to Netflix – The Power of Sonic Branding
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.