Lara Thom, Guzman y Gomez

Guzman y Gomez: Proof audio drives behaviour

Guzman y Gomez has gone from a single Sydney restaurant to an ASX-listed, household name. At the helm of its marketing strategy is Global Chief Marketing Officer, Lara Thom, recently named Australia's #1 CMO at the 2025 CMO Awards.

A key ingredient in the brand's growth strategy? Audio. 

At HEARD 2026, Lara, sat down with Lizzie Young, CEO of CRA, to share why every GyG brief starts with 'sound on', how audio drives behaviour, not just awareness for the brand, their proof-over-opinion approach, and what happened when they turned audio off for a week. Spoiler: they turned it straight back on.