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PODCAST

Audience Connection

A podcast series focusing on audience engagement through visual storytelling and behavioral principles that influence emotion, memory, and decision-making. A 360 view on connecting with the audience that matters to you, whether that’s consumers, clients, stakeholders, or employees. Through entertaining and practical conversations with experts from various industries and disciplines, listeners will gain valuable insights and tips on how to engage with the audiences that matter to them.

business marketing

All Episodes

55:33

Are you doing brand storytelling right? Jordan Kelley...

Audience Connection ·

2026/04/22

In this episode of Audience Connection, Lydia Chan sits down with Jordan P. Kelley, Director of Content and Editor-in-Chief at Aivanta, to explore what it truly means to do brand storytelling right and why so many brands are still getting it wrong.With nearly a decade of reviewing brand-funded films and curating the programming for the Brand Storytelling Conference, Jordan shares what separates content that audiences actually choose to watch from content that simply blends into the noise. He

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30:36

Sandra Gaudenzi on Intentional Storytelling | Part 2

Audience Connection ·

2026/04/16

Oliver Atkinson continues his conversation with Sandra Gaudenzi to ask a tougher question: once a story moves someone, how do you turn that moment into real change without slipping into manipulation?Sandra reframes impact storytelling as intentional storytelling, mapping every layer from who makes the work and how the interface is designed to the conversations, communities, and campaigns that follow release. Her metaphors land hard: a single story is just one fish in an ocean of narrative change,

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70:51

From Storytelling to Storyliving with Sandra Gaudenzi...

Audience Connection ·

2026/04/07

Oliver Atkinson sits down with interactive documentary pioneer Sandra Gaudenzi to explore why stories become more powerful when audiences stop being spectators and start becoming participants.From the childhood moment a speck of dust made her realize perception is constructed, Sandra traces how language, culture, and media shape reality. She breaks down interactivity from branching paths to participatory spaces, then makes it tangible with a locative storytelling project that asks cyclists to

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34:39

Why most content misses the mark - insights from...

Audience Connection ·

2026/03/27

Lydia Chan is joined by Sabrina Talma, CEO and Co-Founder of Human Made Machine, a creative intelligence platform that helps global brands test and refine creative work before it goes to market. With clients spanning Google, the NBA, and The North Face, Sabrina brings a rare, data-backed perspective on what actually resonates with audiences — and what quietly falls flat.Sabrina shares why most brand campaigns miss the mark from the start, and how marketers are often too close to their own work to

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70:04

Why Neuroinclusive Design Is Better for Everyone with...

Audience Connection ·

2026/03/19

To mark Neurodiversity Celebration Week, Oliver Atkinson sits down with Oliver Markeson, CEO and Co-Founder of Neurohaus, to explore why neuroinclusive design is not a niche fix but a smarter way to build calmer, clearer audience experiences that work better for everyone.Oliver's starting point is personal. A late diagnosis made him look differently at the world around him, at the way people shop, work, and move through spaces, and ask why so much of it feels unnecessarily hard. That question

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68:32

MindStates: The Hidden Moment That Changes Every...

Audience Connection ·

2026/02/25

Oliver Atkinson sits down with behavioural science researcher Will Leach, founder of MindState Group and author of Marketing to MindStates, to reveal how “hot states” (MindStates) shape decisions, and how targeting the moment can lift your B2B messaging. Will maps his MindState model, goals, motivations, regulatory fit, and triggers, showing how nine core motivations and 21 decision shortcuts can turn a fuzzy persona into a usable brief. Hear how a hotel CMO flipped from trashing a campaign to

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40:22

A Count Down to Connection with Amazon LEO's Global...

Audience Connection ·

2026/02/13

This podcast episode features Michael Sternoff, Global Creative Director at Amazon Leo (Amazon's low-Earth orbit satellite network). Michael shares his diverse background, spanning Emmy-winning filmmaking and video game trailers, highlighting how these experiences shaped his approach to making technical concepts feel human and authentic. The discussion centers on the launch of Amazon Leo's brand film, "Countdown," which uses right-brain storytelling to showcase real-world impacts of connectivity,

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37:30

Audience Connection Essentials for 2026 with your...

Audience Connection ·

2026/01/27

Season 2 opens with hosts Lydia Chan and Oliver Atkinson looking back at the biggest lessons from Season 1 - how behavioral science and culture shaped their understanding of why certain stories connect. What began as a response to the AI wave became a deeper exploration into cultural specificity, “audience of one” thinking, and why brands are finally investing in storytellers as they move from traditional marketing into broadcasting.They revisit insights from guests like Christine Sanders, Dr

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34:53

Can AI Replace Creative Taste? Kristen Souders Says No.

Audience Connection ·

2025/12/17

Lydia Chan speaks with Kristen Souders, Senior Director of Global Brand and Content Studio at Hitachi Vantara, to explore what it really takes to create standout storytelling in B2B tech. Kristen breaks down the evolving IT audience landscape, explaining why data leaders and IT professionals are allergic to fluff but still crave compelling narratives that make them feel seen rather than sold to. This insight challenges common assumptions about technical audiences and their relationship with

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40:11

What Today’s Tech Professionals Really Crave from...

Audience Connection ·

2025/12/03

Lydia Chan sits down with Angela Siddall, Global Lead for Culture, Employer Brand and Experience at Veeam, to explore what tech professionals really want from employers today. Drawing from over 20 years of global experience, Angela shares her perspective on what drives technical talent, revealing that impact, cutting-edge technology, continuous learning, and autonomy matter more than traditional corporate perks. She emphasizes the importance of authentic storytelling and explains her view on why

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55:24

How to Tell Stories for Distracted Brains with Dr....

Audience Connection ·

2025/11/26

Oliver Atkinson sits down with Dr. Gemma Calvert, Professor of Consumer Neuroscience, Nanyang Technological University and Co-Founder of Split Second Research, to decode how always-on dopamine loops, “digital amnesia,” and story structure shape attention, memory, and action, so your content sticks and drives behaviour.Calvert maps three rewired systems, attention, memory, emotional regulation, and shows how constant interruptions (and our own self-interruptions) splinter focus, why the “Google

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86:28

Make it Easy: The One Nudge that Moves People with...

Audience Connection ·

2025/11/18

Oliver Atkinson sits down with behavioral-science heavy hitter Richard Shotton to unpack the simple nudges, concreteness, distinctiveness, and smart pricing frames that help your ideas get noticed, remembered, and bought in B2B and consumer campaigns alike.We dig into Richard’s new book, Hacking the Human Mind: The Behavioral Science Secrets Behind 17 of the World's Best Brand, referencing well-known brands as living case studies to show why distinctiveness beats differentiation and how context

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62:11

Building Brand Strategy with Storytelling That Sticks...

Audience Connection ·

2025/11/05

Lydia Chan is joined by Braden Dragomir, filmmaker, story strategist, and founder of Untold Storytelling, to explore the intersection of authentic storytelling, brand strategy, and the science behind what makes stories stick.Braden shares how he bridges authentic documentary storytelling with brand objectives and reveals why his team dedicates 60 percent of project time to strategy before filming begins, conducting extensive character research to find the most emotionally compelling stories rather

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79:40

The Science of Resonance: Cracking the Creative Code...

Audience Connection ·

2025/10/28

Oliver Atkinson sits down with neuroscientist and ad veteran Christopher Demetrakos to unpack “Gen 3” marketing, how aligning creative to cognitive traits sparks dopamine, cuts through the brain’s ad-blocker, and drives action, not just likes.Chris breaks down why 95–99% of decisions happen non-consciously and how the brain’s natural ad-blocker (the reticular activating system) bins generic ads while trait-tuned cues slip through. He also shared the case study that lifted revenue 56% in three

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31:38

ICYMI: Eternal Polk on Culture & Trends in Emotive...

Audience Connection ·

2025/10/22

ICYMI: Lydia Chan sits down with award-winning documentary filmmaker and commercial director Eternal Polk to discuss brand storytelling, emotional marketing, and authentic audience connection. Eternal shares insights on cultural marketing strategy, building diverse creative teams, and why brands need a "Chief Curiosity Officer" to create campaigns that resonate. Essential for marketers, filmmakers, and brand strategists looking to craft impactful branded content.

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42:42

Stop Feeding Audiences Digital Junk Food with Dr....

Audience Connection ·

2025/10/07

Oliver Atkinson sits down with Dr. Imran Rashid, physician, author, and adviser to Denmark’s prime minister on digital well-being, to explore how brands can shift from chasing clicks to designing for intention, and why feelings, not claims, drive real behavior change.Imran says authenticity has to be felt: trust lives in the body (think oxytocin), and one face-to-face moment lets the brain “fill in the blanks” on later video calls. He shares simple guardrails, treating people as humans, not

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50:25

The Surprising Science That Makes Ideas Stick with...

Audience Connection ·

2025/09/23

In Part 2 of this two-part episode, Oliver Atkinson sits with Phill Agnew, host of UK's #1 marketing podcast Nudge, to unpack the behavioral science tricks that keep us hooked, whether it’s binge-watching, endless scrolling, or unforgettable branding.Hear why a single shout of “polar bear!” jolts wandering minds back on track, and how Waitrose’s rainbow-stacked veg aisle proves the contrast effect you can steal for thumbnails and B2B palettes. Phill decodes the U.S. Office twin-plot rhythm, shows

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47:59

Why This Simple Shift Hooks Any Audience with Phill...

Audience Connection ·

2025/09/09

In this two-part episode, Oliver Atkinson is joined by behavioral-science storyteller Phill Agnew, host of UK's #1 marketing podcast, Nudge Podcast, to show how psychology-laced narratives can supercharge your pitch and keep audiences glued.Agnew proves the power of costly signaling with his now-legendary 60-kilometre trek, blisters and all, to keynote a conference, instantly elevating his message’s worth . He dissects the Labor Illusion, revealing why simply showing your “work in progress” makes

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74:52

Why Corporate Creative Has Gone Sour with Orlando Wood

Audience Connection ·

2025/09/03

Oliver sits down with Orlando Wood, Chief Innovation Officer at System1 Group and author of Lemon and Look Out, to unpack how advertising has shifted from right-brain showmanship to left-brain salesmanship, and why that’s costing brands attention, memorability, and growth. From Yorkshire Tea’s witty, character-led “Everything’s Done Proper” to the unsettling “stare” creeping into modern branding, Orlando shows how right-brain showmanship, story, character, humor, and music consistently outperform

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26:50

Marketing in MedTech: Terrence Wiggins on...

Audience Connection ·

2025/08/26

In this episode of Audience Connection, Lydia Chan sits down with Terrence Wiggins, Director of Global Marketing at Cook Medical's Vascular Division, to explore what it takes to build trust and tell authentic stories in one of the world’s most highly regulated industries, MedTech.With over 25 years of experience, Terrence shares how effective marketing in healthcare goes beyond physicians to reach hospital executives, patients, and clinical staff. He explains how storytelling must adapt for each

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38 results

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