Client’s Business Nature
Founded in 1902, BAT owns a portfolio of market-leading cigarette brands. The company has set A Better Tomorrow™ as its corporate motto which is backed up by five ethos, namely, bold, fast, empowered, responsible and diverse.
In 2020, BAT started to infuse these five ethos to its employees in China. Paradigm worked with its Human Resources Department on message and contents development for its internal communications program in this regard. According to an internal online survey conducted by BAT China, its employees’ understanding towards BAT Ethos achieved an accuracy rate of 96% in 2021.