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UK Insights

Future Proof LIVE: Why are we still talking about brand purpose? with P&G

Jane Ostler

Global Head of Media, Insights Division

Podcast 17.06.2019 / 17:00


At Cannes Lions, P&G’s Hesham Tohamy talks about what purpose means to him, and how it is brought to life in the feminine care business.

Welcome to Future Proofing Creativity, recorded live at Cannes Lions in June 2019.  

This episode features Hesham Tohamy, head of P&G’s North America Feminine Care business, and Global Leader for the Always brand.

At Kantar, we know brands with purpose have a higher brand value. But what does purpose mean, and has that meaning changed in the last few years? Why does a brand need to have a purpose, and how does it manifest in the business? What does this look like for Always and P&G in general?

Hesham tells Kantar's Jane Ostler about various initiatives that are improving the lives of girls and women across the world, including destigmatising menstruation, the #likeagirl campaign and the fight to #endperiodpoverty. 

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Source : Kantar

Editor's Notes

Future Proof: The marketing podcast from Saïd Business School, Oxford University, and Kantar, the marketing insights and consulting company.

In each episode, we’ll have a frank discussion with industry experts, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way.

Listen to all the episodes wherever you get your podcasts, or find out more as they are released here:


Recorded live at, and in partnership with, Cannes Lions Festival. 

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