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How values drive buying intent, with Coca-Cola HBC's Duarte Garrido

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

About the Podcast

Show artwork for The Marketing Society podcast
The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.