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

At Cannes Lions, P&G’s Hesham Tohamy talks about how purpose is brought to life in the feminine care business.
17 June 2019
Signpost against a sunset backdrop

EVP Global Thought Leadership, Kantar

Get in touch

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.

Listen on iTunes

Listen on Stitcher

Listen on Spotify

Listen on Google Play

Do remember to subscribe, and leave a rating & review!

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.

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

Get in touch