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How values drive buying intent, with Coca-Cola HBC's Duarte Garrido
6th June 2022 • The Marketing Society podcast • The Marketing Society podcast
00:00:00 00:27:26

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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