Kirstina Lagerstedt, Marketing Director Scandinavia at Wolters Kluwer Tax & Accounting, talks to us about the importance of considering the end consumer who receives marketing messages, in B2B and B2C equally.

Marketing as "business to human" means creating simple copy, speaking to people directly and being honest and down to earth as a brand. Listen to Kristina's examples of who does this brilliantly, and to more marketing tips, on the latest podcast episode.

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