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.