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Julian Treasure      

Five time TED.com speaker on sound and spoken communication, Chairman of the THE SOUND AGENCY

Julian Treasure is a sought-after and top-rated international speaker. Collectively his five TED.com talks on various aspects of sound and communication have been viewed an estimated 30 million times. His latest talk, How to speak so that people want to listen, has achieved almost 10 million views on TED.com alone, putting it in the top 20 TED talks of all time. His world-class presenting skills and his innovative use of sound make his talks visceral and potent experiences that are always very highly rated by delegates.

Julian draws on his 10 years of experience in optimising sound for brands to deliver memorable and transformative keynotes and workshops on personal communication and sound branding. His topics include: - how to improve conscious listening skills; - how to master powerful speaking (including public speaking); - the powerful effects of sound and noise on our wellbeing, effectiveness and relationships; - how to optimise sound for a brand; - and how to design optimal sound environments in offices, education, retail and healthcare. His talks can and do transform business communication, yet they also profoundly engage audiences at a personal level.

Julian’s book Sound Business is the seminal work on creating intentional, effective business sound, now in its second edition and also published in Japanese. He is regularly featured as a sound and communication expert in the world’s media, including TIME Magazine; The Economist; The Times; TV and radio in the UK, US, Canada, Australia and Netherlands, as well as many international trade and business magazines and websites.

Julian is founder and chairman of The Sound Agency, a UK-based consultancy that asks and answers the question: “How does your brand sound?”. TSA has helped brands such as Harrods, Nokia, BP, Marks & Spencer, Helm Bank (Colombia), Waldorf Astoria and many major shopping malls across Europe owned by Hammerson, ECE, Unibail-Rodamco and others to grow their business by optimising the sounds they make. TSA now specialises in creating effective and appropriate organic soundscapes for branded spaces.

Julian’s vision is to make the world sound beautiful, by helping individuals to make and receive sound consciously, and companies to discover that good sound is good business – which is fortunately true, as The Sound Agency has shown. TSA has installed innovative generative soundscapes in Harrods (winning the Gold Audio Branding Award in 2012 for this work), made the front page of the Wall Street Journal with a crime-reducing urban soundscape in Lancaster, California, and has proved that sound can increase retail sales, customer satisfaction and brand value. The agency is now the undisputed world leader in assessing and transforming sound in shopping malls.

Before The Sound Agency, Julian founded (in 1988), grew and sold (in 2003) leading UK customer magazine publisher TPD Group, during which time he was chairman of the UK’s Association of Publishing Agencies, a director of the Periodical Publishers Association, chairman of PPAinteractive and chairman of the UK government’s Digital Content Forum. In 2002 he received the PPA Chairman’s Award for services to the UK magazine publishing industry.

Julian is a Liveryman of the Worshipful Company of Marketors and a member of the Marketing Society. He is a long-time musician, and remembers with affection his two BBC John Peel sessions (the bands were Transmitters and Missing Presumed Dead) – and playing live to 18 million people on the final of New Faces, the UK’s X Factor precursor. Julian was educated at St Paul's School, London and at Gonville & Caius College, Cambridge. His interests include music, sound, golf, technology and martial arts.

Speech Topics

Conscious listening

  • Why we don't listen
  • What is listening?
  • The power of listening in business and personal relationships
  • Common mistakes and problems with listening
  • Simple ways to improve conscious listening skills

How to speak so that people want to listen

  • The leeches that rob us of power in our speaking
  • The seven deadly sins of speaking that many people fall into
  • The four foundations of power
  • The vocal toolbox and how to use it
  • Public speaking masterclass from a five time TED speaker

The four effects of sound

  • The four ways in which sound affects us every day, even though we are almost entirely unconscious of them
  • How to take care of the sound you make and consume for better productivity, wellbeing and relationships

Designing with our ears

  • Why so many spaces are simply not fit for purpose
  • The effects and solutions in offices, classrooms, hospitals, shops and malls

Good sound is good business

  • The new marketing landscape
  • Sensory branding: cross modalities and super-additivity
  • The eight expressions of a brand in sound
  • Examples and best practice to help optimise your brand


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