Case Studies

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The Challenge

With more than 200 brands in their portfolio, British American Tobacco is the sixth largest company listed on the London Stock Exchange, manufacturing the cigarette of choice for one in eight of the world’s one billion adult smokers.

They hold robust market positions in each of their regions and have leadership in more than 60 markets. But increasingly BAT has come under well documented threats to the sector, not only from legislation but also electronic cigarettes.

With sharpened business performance and innovation high on the agenda at BAT, they are increasingly looking to the external market in their search for global talent to drive the business forward and create innovative categories and products.

The Solution

With his extensive network and knowledge of the FMCG talent pool, Paul was asked to partner with BAT’s Global Marketing HR function to complete a market-defining mapping exercise.

The mapping exercise included decision makers for some of the world’s leading brands in the consumer, luxury and automobile sectors, who were all met and profiled in detail.

BAT used this market intelligence to source senior brand directors, as well as a Marketing Director, and it was instrumental in helping them fill BAT’s senior level mid-term talent pipeline.

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