I had not changed a diaper in almost 20 years when I was asked to help pitch and save the Pampers account that was was in review and losing market share. Historically the category has focused on absorption, but we decided to position Pampers as the healthy skin diaper.

Our work not only won the pitch, but it has helped the brand get back on track in North America. As a result, Pampers is now adopting the positioning in different regions around the world. And I am proud to say that I can change a diaper with my eyes closed these days.