O&M gets bigger role ay BAT

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British American Tobacco, London, following its January merger with Rothmans International, is carving out a larger role on its agency roster for Ogilvy & Mather Worldwide. B.A.T said O&M, which has worked for both B.A.T and Rothmans in selected markets, will be awarded a number of new brand responsibilities "with a view of also becoming a global agency partner.'' Bates Worldwide and Grey Advertising have been B.A.T's main international agencies.

Under the new B.A.T structure, Bates, Grey and O&M will pick up all key Rothmans brands. BAT said the large number of other agencies Rothmans used to work with will be dropped when their contracts expire. Publicis Communication has worked on Rothman's Peter Stuyvesant brand in some countries, while Saatchi & Saatchi works on the Dunhill and Winfield brands in some markets. DDB Worldwide also worked with Rothmans in some markets.

No accounts shifted between Bates, Grey and O&M. The brand lineup is as follows: Bates continues to handle State Express 555, Benson & Hedges, Lucky Strike and specific local brands. It picks up Rothmans brands London, Craven A and Golden American. Grey continues to handle Kent, Pall Mall, Players Gold Leaf, Barclay, Silk Cut and specific local brands. It picks up Rothmans brands Dunhill, Vogue and Cartier. O&M picks up the Peter Stuyvesant, Winfield and Rothmans brands. It also works on Free and specific local brands.

Copyright June 1999, Crain Communications Inc.

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