British American Tobacco is the world’s number two tobacco company, employing nearly 100,000 people across the world. Its sheer size and geographical spread makes internal communication a huge challenge within the company. Over the years, Circle has worked with different parts of BAT to break down communication silos and help different parts of the firm to understand the big picture. GHQ is an internal magazine produced for circulation in British American Tobacco’s international headquarters, Globe House. Published every six weeks, it carries information and articles of interest for over 1,000 employees and their guests in London. Following a fall in readership accompanied by general apathy towards the magazine, Circle was asked to breathe new life into GHQ and re-establish it as a credible piece of communication for BAT employees. Having successfully revamped BAT’s in-house magazine, we were asked by Group Security, a major department within the firm, for help in raising its profile. Our response was to create an internal magazine called ‘Secure’ as a channel for Group Security to explain how its work fitted into the overall strategy and to update colleagues on its activities across BAT’s global operations. Produced quarterly, and using regional correspondents, Secure provided a round-up of workstream initiatives and regional developments in a lively, conversational editorial style.

“Circle has a special kind of alchemy: they do strategy, creativity and exacting execution. Operating as a partner rather than a supplier, they understand what we want to achieve and both support and challenge us. We demanded a gold standard publication and they delivered.” Kate Hogben, Internal Communications Manager, BAT


Transforming BAT’s in-house magazine into a key corporate communication that connects with employees.

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