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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

55:24

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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48:29

ICYMI: How Ancestry Studios Drives Demand Through...

Audience Connection ·

2025/08/20

Originally released in February 2025, this conversation with Brad Argent offers timeless lessons on building audience connection. From the art of unbranded storytelling to the long game of content creation, Brad shows how curiosity and trust can fuel authentic demand. It’s an episode worth revisiting.Episode Description: In this episode of the Audience Connection Podcast, Lydia Chan sits down with Brad Argent, Head of Ancestry Studios, to uncover the art of unbranded storytelling and its power to

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25:19

Data Vs. Art: Why Great Storytelling Needs Both Art...

Audience Connection ·

2025/08/12

In this episode of the Audience Connection, host Lydia Chan shares a live panel discussion with Jennifer Apy, Partner and CMO at Chief Outsiders and Shveta Berry, Executive Producer and Content Marketing Leader. They explore how algorithms and benchmarks are reshaping the way we create content, often at the expense of authentic storytelling, while organizations increasingly prioritize volume over meaningful audience connections.Key insights include Shveta's research showing that viewer drop-off

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01:01:28

What Happens When You Can Finally Measure Emotive...

Audience Connection ·

2025/08/04

Oliver Atkinson sits down with Dr Paul J Zak, Professor of Economic Sciences, Psychology & Management at Claremont Graduate University and Founder/Chief Immersion Officer at Immersion Neuroscience, to explore how measuring emotion rewrites the rules of brand storytelling. Discover why he calls immersion “the give-a-shit metric,” and dive into the science showing you need just six peak moments a day to thrive. The discussion ranges from a Diet Coke Super Bowl spot that won neurologic attention

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38:08

The Hidden Formula for Building Top Creative Teams...

Audience Connection ·

2025/07/30

Oliver Atkinson sits down with Nicky Russell, Managing partner at ‘We Deliver Change’ (WDC) and co-founder of The In-house Agency Leaders Club, to reveal the hidden formula behind top creative teams. With experience on both agency and brand sides, Nicky shows why creative operations are the “connective tissue” that transform big ideas into genuine audience connection. The conversation ranges from a live-action Cancer Research campaign that boosted donations by 40 percent to Nicky’s role as a “shock

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37:26

Sabrina Godden on The Creativity Trap: How to Use AI...

Audience Connection ·

2025/07/22

Oliver Atkinson sits down with global brand strategist Sabrina Godden, fresh off her tenure as Vodafone’s Global Creative Director, to explore how authenticity can survive when machines do the heavy lifting. Discover why the best prompt you can give an AI is “Tell me why this idea won’t work,” and dive into the mindset shift that keeps human judgment at the center of every campaign.The discussion ranges from a playful riff on AI as a “creative intern” to the hard realities of scaling content

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39:36

Why Successful Brands Invest in Storytelling: Lessons...

Audience Connection ·

2025/07/17

What do the world's most beloved animated films and today’s top-performing brands have in common? They understand the importance and craft of storytelling.In this episode, Lydia Chan is joined by Matthew Luhn, a master storytelling consultant and advisor to Fortune 500 brands. Matthew is a Pixar veteran who worked on beloved classics like Toy Story, Monsters Inc, and Finding Nemo. Now he advises businesses on how the mechanics of great storytelling translate directly into business impact. Matthew

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33:01

Why Good Ideas Fail: The Science of Selling Stories...

Audience Connection ·

2025/06/24

Oliver Atkinson sits down with Dr. David Parkinson FHEA, Assistant Professor of Industrial Design and Director of Post-Graduate Research at Northumbria University’s School of Design, to explore how narrative can supercharge your pitch. Discover why the right story earns belief in even the toughest boardrooms, and dive into the neuroscience that makes audiences more open to new ideas. The discussion ranges from a playful “Bob the Builder” analogy that recast parking enforcement as a civic hero to a

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00:34:44

Storytelling in Tech: Marcus Jones on Translating...

Audience Connection ·

2025/06/12

Discover how to transform complex technology into compelling human stories with Marcus Jones, former Global Head of Branded Video Content at WIRED and AI storytelling expert. Marcus reveals why the biggest mistake tech companies make is leading with features instead of use cases, and shares his proven framework for translating complex concepts into stories that resonate with both technical and business decision-makers.Drawing from campaigns for AWS, IBM, and major sports leagues, Marcus discusses

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00:45:46

The Power of Audio: How it influences behavior and...

Audience Connection ·

2025/05/29

Lydia Chan sits down with Cliff Chiet, Chief Integrated Marketing Director at iHeartMedia, America's largest audio company, to explore audio marketing, discover why podcasts are twice as trustworthy as any other medium, and dive into the neuroscience behind audio's emotional impact.The discussion covers targeting strategies using psychographic data to reach audiences in their preferred content regardless of topic relevance. Cliff walks through compelling case studies, including

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00:22:48

Inside the Content Pressure Cooker: How to Thrive...

Audience Connection ·

2025/05/15

In this special episode of the Audience Connection Podcast, host Lydia Chan shares a live panel discussion on creating quality content with condensed timelines with Cristina Pandol, Executive Creative Director, Golden State Warriors, and Mandy Sprinkel, a seasoned creative producer. Together they reveal strategies for meeting demanding deadlines without sacrificing creativity or burning out teams.Cristina compares content strategy to personal finance, with brands needing both "checking

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28 results

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