BAT's Asia push

[Robert Weissman <rob@essential.org>]

>From UK PR Week (12 March) - trade journal of PR.

BAT SEEEKS UK AGENCY FOR 555 ASIAN PR DRIVE

by Simon Ellery

British American Tobacco (BAT), the world's second largest tobacco company,
is looking for a UK agency to coordinate the promotion of its State Express
555 brand in Asia.  Fees for the account are believe to be up to £250,000.

The company wants to increase the brand's market share in Asia, seen as a
growth region by tobacco firms.

The tobacco giant drew up a list of around five agencies through the PRCA's
referral system, which matches clients needs with potential agencies.

At least two agencies approached, including Cohn and Wolfe and Barclay
Stratton are known to have declined to pitch for ethical reasons. Other
agencies approached through the PRCA already represented rival tobacco
companies.

State Express 555 senior international  brand manager Frances Leung said:
"We have been talking to a number of PR companies." She added that the
campaign was still at the planning stage.  BAT is looking for a
multinational agency with experience in tackling international campaigns.
Affiliates or owned offices in Asia are not a prerequisite as BAT may
appoint local PR operators.

The tobacco giant is aiming to raise the profile of State Express 555 among
committed smokers aged between 20 and 25.  BAT retains Edelman PR Worldwide
to promoite its sponsorship of British and US motor racing, including
Formula One and Charles Barker BSMG for international PR work.

Last year BAT sponsored the 555 Subaru world rally racing team at the World
Rally
Championship, which ended last November.

BAT's other brands include Benson and Hedges and Lucky Strike. The company
does not sell cigarettes in the UK. Its turnover is the second largest
behind Philip Morris Cmpanies.

Last year BAT demerged its financial tobacco divisions which saw the firm's
corporate and regulatory affirs director Michael Prideaux merge his
12-strong corporate team with the 12-strong tobacco team.