Rembiszewski to review 1bn marketing after BAT merger

British American Tobacco’s marketing director Jimmi Rembiszewski is expected to head global marketing in the enlarged company, following the proposed 13bn merger with Rothmans.

Rembiszewski already has a place on the management board of BAT overseeing marketing and it is understood he will remain in that position when the merger has been completed.

One source says of his position: “He is unchallenged.”

It is not known what positions Mark Hulit, marketing director of Rothmans International, and Paul McPhail, marketing director for Rothmans UK, will have in the merged company, to be known as BAT.

The deal, which will give BAT more than 16 per cent of the global cigarette market, is expected to lead to a shake up of roster ad agencies.

BAT is the world’s second largest tobacco company with international brands including State Express, 555, Lucky Strike, Kent, Players and Pall Mall. It uses Bates Worldwide and Grey Advertising, which are both in a strong position to win former Rothmans business. It has a marketing budget, which including the spend of Rothmans, is estimated to be worth up to 1bn worldwide.

Rothmans International uses Publicis to advertise Peter Stuy-vesant, Ogilvy & Mather in South Africa and Saatchi & Saatchi for Winfield and Dunhill.

Rothmans UK uses Saatchi & Saatchi to advertise its Winfield brand, while Tequila Payne Stracey works on Rothmans Royals.

Through a ten-year partnership deal, Rothmans UK is also responsible for the sales, marketing and distribution of Philip Morris brands in the UK, which include Marlboro, handled by TBWA and Tequila.

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