O&M nets £50m business after BAT agency rejig

Ogilvy & Mather has emerged as the winner, at the expense of Saatchi & Saatchi and Publicis, in a global brand realignment following the £13bn merger of British American Tobacco and Rothmans.

Ogilvy & Mather has emerged as the winner, at the expense of Saatchi & Saatchi and Publicis, in a global brand realignment following the £13bn merger of British American Tobacco and Rothmans.

O&M, which already handles brands for Rothmans International and BAT in selected markets, gains an estimated £50m of new international cigarette advertising business. It also gains a place on the roster of global agencies for the merged company, which has a combined marketing budget of up to £1bn.

BAT roster agencies Bates and Grey also win new slugs of Rothmans business.

Rothmans International uses Publicis to advertise Peter Stuyvesant and Saatchi for Winfield and Dunhill. Saatchi also handles Winfield for Rothmans UK.

Under the new structure, O&M will handle Rothmans, Peter Stuyvesant, Winfield and the BAT regional brand Free. Grey adds Rothmans brands Dunhill, Vogue and Cartier to its list of BAT brands, which include Kent, Pall Mall, Silk Cut, Barclay and Players Gold Leaf.

Bates will takes on Craven A, London and Golden American, alongside its existing BAT brands State Express 555, Lucky Strike, and Benson & Hedges outside Europe (except duty free shops).

BAT worldwide marketing director Jimmi Rembiszewski, who is to head the merged company’s marketing, says: “Aligning agencies following a merger is never a straightforward or easy task. However, we are successfully integrating the management of strategic brands quickly with our agency partners.”

New agency arrangements will be implemented during 1999 subject to existing contracts.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here