In the latest episode of the podcast, we speak to Aleena Mansoor, Brand Director for SK-II luxury skincare at Procter & Gamble. According to Aleena, brands need to focus on establishing deeper connections with consumer by using insights in a different way and creating authentic storytelling.

Throughout her career, she's found the importance of deep thinking time and carving this out in her diary, which is something she fully advises we all do in order to better consider what we're working on. Her Shiny New Object is also about considering your advertising at a deeper level. Although it's not new, it's authentic storytelling - i.e. stories based on real emotions and that connect with people in a high-quality way.

The host of the Shiny New Object podcast is Tom Ollerton, founder of Automated Creative.