BAT case study
Aligning operations with brand innovation
BAT, the tobacco giant, was developing an innovative new brand strategy in Japan with the agency Bates. It was based on innovative supply, word of mouth campaigns and events to meet the new ethics of selling tobacco to those who choose to buy it rather than through mass marketing
As part of this work the contact strategy to handle regulated contact and to handle demand was required. Our LimeBridge partner in Japan, ePartners, brought in Budd to provide rapid delivery of the contact strategy aligned to the programmes goals using our “Stratmodeller” technique.
