In a world full of shiny new marketing approaches, Simon Peel - Vice President of Global Media at Haleon - dives into the question: how can brands gain the competitive edge? On the latest episode of the Shiny New Object podcast, he discusses why traditional media thinking is essential for success and provides insight from some of his favourite marketing books. Additionally, Simon offers advice to those starting in their career on simplifying messaging and being "human" with your audience.

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