BAT in CAP Gemini deal to sell expertise

British American Tobacco (BAT) is believed to be working on a joint venture with management consultants CAP Gemini/Ernst & Young to sell its marketing expertise to other industry sectors.

BAT is believed to be seeking alternative revenue streams in a bid to lift its share price – despite its founding policy of focusing solely on tobacco products.

The new venture is thought to be one of a number of non-tobacco projects currently under consideration.

According to BAT insiders the new project is called Marketinc.

A source close to the company says: “It will sell BAT’s marketing expertise to other countries and companies outside of the tobacco industry.”

The tobacco giant is also believed to be looking at a way of marketing its sales software to other companies.

The diversification comes as BAT prepares to rationalise its brand structure, possibly moving control of some brands out of its UK headquarters into local markets.

Among the brands being considered for decentralisation are 555, Berkeley and Pall Mall.

Some insiders believe the project – codenamed Navigator 2 – will have repercussions for BAT’s troubled Formula One team British American Racing. Chairman Martin Broughton recently indicated he would be prepared to sell the team to Honda.

CAP Gemini has this week finalised the take-over of Ernst & Young’s consultancy arm. A BAT spokesman declined to comment on any of the developments.

Latest from Marketing Week


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


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.


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.


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 3703 or email

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