Patrick Neyret is the Marketing & Innovation Director for DACH, Plant-Based, within Danone. His role focuses on translating the concepts of purpose and sustainability into commercial opportunities for the brand, at a time when he believes this is one of all marketers' biggest challenges.

Brands need to understand where their right to play is, how they can make a positive impact, and how to tell stories that translate complex concepts in a creative and engaging way for consumers. Find out how Patricks suggests they do that.

The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net