After a 30 year career at Procter & Gamble Irwin Lee stepped down in 2015 to become board director at Morrisons and a senior advisor at McKinsey and Company. Lee joined Procter & Gamble, the marketers’ marketing company, in 1985 as a graduate in the finance department. He rose to become CFO of China and Japan/Korea before making the move into marketing, spending eight years as UK managing director follow by Northern Europe. He cites his biggest challenge as “branding in a value-challenged world”. He says: “In tough times, it’s even more important to invest in brand building since it is a time when trade-down and commoditisation gain momentum. Brands have to sharpen their value propositions and have to be relentless with continuous innovation and creative ideas.”