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

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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.