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Bat to buy Rothmans

Published on .

LONDON--British American Tobacco Co., the world's second largest cigarette marketer after Philip Morris Cos., has agreed to acquire fourth-ranked Rothmans International in a deal that values the combined companies at $21.3 billion.

BAT's roster agencies include Bates Worldwide, Grey Advertising and Ogilvy & Mather Worldwide. Rothmans' agencies include DDB Needham Worldwide, Publicis Communication and O&M.

A BAT spokesperson says it's too early to comment on how the marketing departments of the combined companies will operate, although marketing is one of the issues the joint BAT/Rothmans integration team will be examining.

U.K.-based Jimmi Rembiszewski is responsible for BAT's marketing on a worldwide basis.

Combined, the companies will hold 16% of the world cigarette market.

Copyright January 1999, Crain Communications Inc.

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