Little Black Book and Commercial Radio & Audio Launch new podcast series exploring the power of audio for brands.
Commercial Radio & Audio has partnered with global creative and marketing publication Little Black Book to launch Heard Mentality - a new podcast series exploring one big question: What does creativity sound like?
Hosted by Brittney Rigby, Managing Editor at Little Black Book, Heard Mentality dives into how the world’s most creative brands and agencies are using sound to make people think, feel, and act. Each episode features candid conversations with leading marketers, creatives, and audio innovators about the craft, strategy, and emotion that make great audio work unforgettable.
“Aussie Audio reaches more than 15 million Australians every week and has an unmatched ability to forge deep emotional connections between brands and audiences,” said Lizzie Young, CEO of Commercial Radio & Audio.
“Heard Mentality celebrates the brilliant creative work happening across the industry and aims to inspire marketers to think differently about the role of audio - the one element you can’t afford to overlook in your marketing mix.”
“We wanted to create a space where creativity in audio took centre stage,” said Brittney Rigby, host and Managing Editor at Little Black Book. “The conversations are honest, insightful, and sometimes surprising, showing that being strategic, creative, and consistent with sound genuinely builds brands.”
Episode one kicks off with Stewart White, Head of Marketing at Sushi Hub, alongside Charlton Hill at Uncanny Valley, talking about the rise of the Sushi Hub brand, creating theatre of the mind through the power of sound, and why consistency is the key to brands becoming synonymous through audio. The episode also unpacks how, from an ad-recall point of view, audio is - as Hill puts it - “It's Pavlovian. It’s anticipation. You hear it and you’re ready for the story to start.”
Upcoming episodes feature an array of marketing and creative voices from across Australia’s audio landscape, including talent from Chemist Warehouse, Uncanny, Studio Tonic, Original Audio, as well as Mark Ritson and many more.
Listen to the first episode of Heard Mentality at lbbonline.com, cra.au/heard-mentality or wherever you get your podcasts and sign up to the LBB newsletter so as not to miss editorial coverage accompanying each episode.
Source: Edison Research, Infinite Dial 2025, National, P10+