Brands who don't put values at the centre of their advertising strategy will not succeed to capture the interest of Gen Z and future generations, according to Duarte Garrido, Head of Social Media at Coca-Cola HBC.

Duarte believes that the future of marketing lies with those who go beyond purpose, which is now a given for any brand. Focusing on values will make a difference from the brand identity to their consumers' purchasing intent. Find out why and what his top marketing tips are on the podcast.

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