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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 revitalise and re-establish GHQ as a credible piece of communication for all employees at BAT. The communication strategy for GHQ set out a new structure and content plan, while a bold new design put the refreshed BAT corporate identity into practice. The aim was to reflect BAT’s positioning as ‘the world’s most international tobacco Group’ and, working closely with the editorial team, Circle ensured a better blend of high-level business issues with more relevant insights into the people at BAT.

“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

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