Heard Mentality

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.See omnystudio.com/listener for privacy information.

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.See omnystudio.com/listener for privacy information.

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.See omnystudio.com/listener for privacy information.

“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.See omnystudio.com/listener for privacy information.

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.See omnystudio.com/listener for privacy information.