Elizabeth Windram is the Global Head of Marketing Mobility, Masterbrand and Membership at Uber, where she leads the brand into establishing and maintaining real, human connections with customers.

This is one of her core beliefs, as she believes in powering human-centred brands that stay true to their values and ethos.

This means that Elizabeth doesn’t really believe in a Shiny New Object. While she always sets time and budget aside to try new innovation and test what works for the brand she leads, she says she’s mostly wary of the cool new trends. The challenge is always first to see how, or if, they help her brand stay on programme.

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