Address Globe House, 4 Temple Place, London WC2
Date of birth 1902
Nationality Despite the dual nationality suggested by its name, BAT is a
Marital status Single, although over the years BAT has notched up quite
a few conquests on its bedpost. Two recent ones are Rothmans
International of the Netherlands and Canada’s Imperial Tobacco.
Background BAT was formed to broker a truce between two warring giants:
Imperial Tobacco of the UK and American Tobacco of the US. After each
had raided the other’s home market, it was decided something had to be
done to stop such blatant attempts at fair competition. So British
American Tobacco was created.
Today, BAT is the world’s second biggest tobacco company after Philip
Morris in the US. It has a stable of more than 240 brands, selling in
180 markets. In the US, the company has been forced into paying huge
sums to cover the medical costs of people suffering from smoking-related
The industry is also under siege from the European parliament, as it
prepares to ban tobacco ads.
Major brands and marketers In addition to famous UK names like Dunhill
and Rothmans, BAT also owns giant international brands such as Lucky
Strike, 555, Kent and Winfield. Mark Waterfield heads the International
Brand Group. The global marketing director is Jimmi Rembiszewski and UK
marketing director is Ralph Wittenberg.
Contact 020-7845 1000
Media agency Zenith recently won the centralised strategic planning and
buying for BAT’s duty-free and international business. Ben West and Sam
Davies work on the account, reporting to international media director
Tim Cunningham. Outdoor and international airport buying is handled by
Portland Outdoor. The man in charge is Alex Thompson.
Annual media spend BAT is secretive about its marketing expenditure.
However, we know it spends around pounds 1 million a year supporting
Dunhill and Rothmans in the UK press (AC Nielsen MMS). BAT’s account for
duty-free advertising is thought to be around pounds 8 million.
Media used The EU directive will soon outlaw tobacco advertising across
all media. Cinema, radio, direct mail and posters will go by July 2001.
Print will follow a year later, with sponsorship ending in 2003.
Worldwide sponsorship deals, such as with Formula 1, will stop in
BAT bought a Formula 1 racing team - British American Racing - to give
it a platform in the sport. The company is also using its BAT.com
website to support its brands and is likely to make more use of field
marketing to support in-store merchandising.