BAT Brand History
WPP/Media.Monks
British American Tobacco – Legacy Research & Brand Storytelling in a world of smokeless products :
Retained as lead campaign messaging strategist, storyteller, and brand historian under Geometry Global, WPP, and Media Monks London (within Sir Martin Sorrell’s global advertising network), I led a research-driven campaign to uncover the deeper legacy of British American Tobacco during the Cold War.
• Based at BAT’s London HQ, I conducted deep archival research at the British Library, complemented by on-the-ground work in Bucharest, where I examined Cold War archives and primary sources.
• Investigated BAT’s role during the Cold War, focusing on Kent Cigarettes in Romania under Ceaușescu, where the brand operated less as a consumer product and more as a currency.
• Carried out interviews with historians, economists and brand specialists across global markets—including Romania, Russia, Japan, and the Middle East—to understand how BAT’s history shaped consumer perceptions worldwide.
• Mapped the brand’s historical footprint across emerging markets, uncovering cultural and economic associations that still influence brand equity today.
• Developed a messaging framework that repositioned this legacy as a foundation for BAT’s evolution toward smokeless products and a new digital-first market strategy.
• Helped BAT reinterpret its history not as a limitation but as a strategic asset for transformation and continued relevance in a shifting global landscape AWAY FROM SMOKING.
BAT Brand History
British American Tobacco – Legacy Research & Brand Storytelling in a world of smokeless products :
Retained as lead campaign messaging strategist, storyteller, and brand historian under Geometry Global, WPP, and Media Monks London (within Sir Martin Sorrell’s global advertising network), I led a research-driven campaign to uncover the deeper legacy of British American Tobacco during the Cold War.
• Based at BAT’s London HQ, I conducted deep archival research at the British Library, complemented by on-the-ground work in Bucharest, where I examined Cold War archives and primary sources.
• Investigated BAT’s role during the Cold War, focusing on Kent Cigarettes in Romania under Ceaușescu, where the brand operated less as a consumer product and more as a currency.
• Carried out interviews with historians, economists and brand specialists across global markets—including Romania, Russia, Japan, and the Middle East—to understand how BAT’s history shaped consumer perceptions worldwide.
• Mapped the brand’s historical footprint across emerging markets, uncovering cultural and economic associations that still influence brand equity today.
• Developed a messaging framework that repositioned this legacy as a foundation for BAT’s evolution toward smokeless products and a new digital-first market strategy.
• Helped BAT reinterpret its history not as a limitation but as a strategic asset for transformation and continued relevance in a shifting global landscape AWAY FROM SMOKING.
BAT Brand History
BAT Brand History
British American Tobacco – Legacy Research & Brand Storytelling in a world of smokeless products :
Retained as lead campaign messaging strategist, storyteller, and brand historian under Geometry Global, WPP, and Media Monks London (within Sir Martin Sorrell’s global advertising network), I led a research-driven campaign to uncover the deeper legacy of British American Tobacco during the Cold War.
• Based at BAT’s London HQ, I conducted deep archival research at the British Library, complemented by on-the-ground work in Bucharest, where I examined Cold War archives and primary sources.
• Investigated BAT’s role during the Cold War, focusing on Kent Cigarettes in Romania under Ceaușescu, where the brand operated less as a consumer product and more as a currency.
• Carried out interviews with historians, economists and brand specialists across global markets—including Romania, Russia, Japan, and the Middle East—to understand how BAT’s history shaped consumer perceptions worldwide.
• Mapped the brand’s historical footprint across emerging markets, uncovering cultural and economic associations that still influence brand equity today.
• Developed a messaging framework that repositioned this legacy as a foundation for BAT’s evolution toward smokeless products and a new digital-first market strategy.
• Helped BAT reinterpret its history not as a limitation but as a strategic asset for transformation and continued relevance in a shifting global landscape AWAY FROM SMOKING.
