Live at Cannes Lions: Why are we still talking about brand purpose? with PaG
Welcome to Future Proofing Creativity, recorded live at Cannes Lions in June 2019. This episode features Hesham Tohamy, head of PaG’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 PaG 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.
