Andrew Baxter interviews Frances Roberts, brand franchise leader at Pampers
Pampers, the Procter & Gamble brand, was the highest new entrant in this year’s BrandZ Top 100 – a brand value of just under $19bn put it in 31st place, one ahead of Nintendo, which also made its debut this year. While the gaming console maker has been buoyed by the strong recent success of the Wii, Pampers’ achievement this year is the result of steady work over the past eight to ten years building this global brand of diapers (nappies). At the same time, Pampers has been the big success story in the past year for P&G, says Joanna Seddon, chief executive of Millward Brown Optimor. “It’s no longer about the functional aspects of the product – let’s put it that way,” she says. “It’s about touching and improving lives by supporting babies’ development.” In this edited interview, Andrew Baxter, senior writer in FT Reports, talks to Frances Roberts, who has been at Pampers for ten years and has held the new title of brand franchise leader for the past two years. 
Frances Roberts, brand franchise leader at Pampers
