Beer and shampoo are kind of alike, which is why Molson isn’t exactly a stretch for Les Hine, who spent 21 years with Procter & Gamble. Both are markets where ‘people are always anxious to try something new,’ he says. But truthfully, he adds, beer is a lot more like coffee, in that ‘taste preferences vary from province to province and even city to city.’
Along with his two decades at Procter & Gamble, which took him to Spain, Portugal and Japan, Hine ran a consulting practice for three years called Futurus Management, which focused on strategy and marketing planning for small- and medium-sized businesses. Then in August, he joined Molson as president, marketing and sales for the Ontario/West region.
What was the most valuable thing you learned on the consulting side?
It reaffirmed my belief in the importance of deeply understanding your customers. So many of the companies that I saw that were doing poorly had completely lost touch with what their customers wanted, and hadn’t even talked to them in years.
What did you miss most about Canada when you were working abroad?
I missed the city of Toronto, especially in the summer when the outdoor patios and golf courses are open. I’ve had the pleasure of visiting over 30 countries in my life, but nothing beats Toronto in the summer time.
What’s unique about the Canadian market?
The multicultural nature of our market is unique. It has a huge impact on how we need to think as marketers.
What work are you most proud of?
Most of my recent work was in Asia, but in Canada I am most proud of the launch of Pantene shampoo, which in a relatively short time became the market leader in a very tough category.
Who do you admire most in the world of advertising?
David Ogilvy. I still go back and read Ogilvy on Advertising from time to time.
What’s the best campaign out there and why?
I really like the work Mini campaign. The agency, TAXI, was successful in making a quirky little car very hip.
What product do you wish was microwaveable?
If someone can make a microwaveable hamburger that tastes as good as one that was cooked on an outdoor grill, I will buy
a truckload.
