Abstract
In this 1990 speech by John Dollison (Vice President of Philip Morris' International Corporate Affairs Department) before a marketing conference, Dollison clearly describes public health as PM's opponent in a "guerilla war. " He describes public health officials as "snipers" who have "laid their minefields," and even makes biblical references to the fight:
"Our opponents sit and wait, watching our every move, every new product and every new marketing project... Like the proverbial lion in the Bible, they are poised to devour us whenever we give them an opportunity, and sometimes even when we don't....Today we are engaged in a "war" against our industry... The kind of war we are engaged in is a guerrilla war.. the most difficult kind of all. Our enemy might not be invisible but it often seems that way. Their tactics are to hit and run and then hit again...They have positioned their snipers and laid their minefields it is the job of Corporate Affairs to discover where these threats are,and to warn you."
In a bold and revealing description of PM's under-the-radar corporate tactics, Dollison boasts about how PM created and completely controlled a supposedly "independent" coalition called "The Committee for Freedom of Commercial Expression" in Denmark to oppose a tobacco ad ban directive. Dollison boasts about how this coalition was able to convince no less than the Danish Ministry of Health into opposing a tobacco ad ban, lists other countries where PM has used this secret tactic, and proposes that PM expand this tactic further to other countries:
"In Denmark, for example, we have created a coalition known (in English) as the Committee for Freedom of Commercial Expression...we were able to recruit more than 50 prominent Danes...The group has conducted media briefings, participated in debates, and written articles and conducted and publicized an opinion poll...Members of Government (including the Minister of Health) now regularly...consult with coalition members...The coalition was instrumental in securing the commitment and public declaration of the Minister Of Health to oppose an advertising ban...And, finally, the functioning of the coalition is managed at arms length - distanced from P.M., although completely controlled by P.M....We have set up similar coalitions in Holland, New Zealand and EEC for sport. Many more are required..."
Dollison also describes how voluntary, self-imposed "advertising codes" (which, he admits, make no more concessions than PM has already made in most countries in which they operate) help deflect further restrictions on tobacco advertising:
"What I am talking about is a list of self-imposed [advertising] constraints which will enable us to more plausibly claim the high moral ground in future controversies and, not least, to more easily manage and possible triumph in future crises...Such a regime, effectively implemented and sold, I believe, have the inestimable advantage of repositioning Philip Morris in the world-wide debate over the rights and wrongs of tobacco. It would gain us support from those with no affection for our enemies but who also harbour deep suspicion of our motives and methods. It would give us just that little bit more breathing space, just that little bit more room to maneuver. Believe me, we need it."
Fields
- Quotes
Our opponents sit and wait, watching our every move,
every new product and every new marketing project...
Like the proverbial lion in the Bible, they are poised to
devour us whenever we give them an opportunity, and
sometimes even when we don't. Sometimes it is not even a matter of what we actually do... but what our opponents can make of what we do - through media ambushes, distortion of evidence, exploitation of images, etc. etc...
...This brings me to our job in Corporate Affairs
defending marketing freedoms. To achieve this two
key elements are required:
We've got to build the necessary political opposition to stop further marketing restrictions;
and
We've got to ensure we market in a responsible manner so that we don't unnecessarily bring on advertising regulations...
...Today we are engaged in a "war" against our industry. And I use the word "war" advisedly. The kind of war we are
engaged in is a guerrilla war...the most difficult kind
of all. Our enemy might not be invisible but it often
seems that way. Their tactics are to hit and run and
then hit again. They are expert at hitting when we least expect it. The damage they inflict at any particular time is limited but, cumulatively, they have the capacity to inflict what could add up to a fatal blow. They have positioned their snipers and laid their minefields...it is the job of Corporate Affairs to discover where these threats are,and to warn you...Where possible, we try to knock out the threat or at least devise escape routes so that we avoid disaster and live to fight another day.
...It's also the case that our survival rests increasingly on how our marketing skills adjust to changing political situations. It also turns on the ability of Corporate Affairs, with your help, to market the ideas of freedom and tolerance which will enable our marketing to continue.
...The first element of our defense of marketing freedomes is to built the necessary political opposition to stop restrictions...
[We] foster geniune third parties or coalitions to
support marketing freedoms. In Denmark, for example, we have created a coalition known (in English) as the Committee for Freedom of Commercial Expression. We were able to recruit more than 50 prominent Danes, including a leading Constitutional lawyer, the President of a major
brewery, a leading Danish writer and philospher and a well known architect. The group has lobbied, conducted media briefings, participated in debates, and written articles and conducted and publicized an opinion poll which showed more than 70% of Danes opposed the EEC Advertising Directive and any move to ban tobacco advertising. What tangible results has this produced? The coalition was probably, the single greatest factor in securing Denmark's neutrality on the Directive at the Council role in May.
The coalition was instrumental in securing the commitment and public declaration of the Minister Of Health to oppose an advertising ban. The coalition and its ideas have attracted substantial and positive media coverage and
editorial support...Why is it successful? The answer is simple, even if the execution is not. First, its members have no economic self interest in the industry or in whether or not tobacco advertising is permitted or banned.
Second, each individual is credible and well regarded
within their respective fields...And, finally, the functioning of the coalition is managed at arms length -- distanced from P.M., although completely controlled by P.M.
We have set up similar coalitions in Holland, New Zealand and EEC for sport. Many more are required ....
- Company
- Philip Morris (Altria Group)
- Author
- Dollisson, John A. (PM Asia Corporate Affairs VP (Asia/Australia))
Corporate Affairs, PM USA. Held this position from October 2, 1989 to October 1, 1990, when he resigned.
- Recipient
- Employees of Philip Morris' marketing departments
- Region
- Canada
- New Zealand
- Thailand
- Latin America
- Africa
- France
- Belguim
- Spain
- Morocco
- Turkey
- Brazil
- Argentina
- Spain
- Denmark
- Holland
- Named Organization
- American Cancer Society
- Antitobacco Network
- Comm for Freedom Commercial Expression
- Corporate Affairs Group
- Eec, European Economic Community
- European Community
- Iaa
- Intl Journal of Advertising
- Intl Org of Consumer Unions
- Intl Publishers Assn
- Leo, Leo Burnett Agency
- Pmi Marketing Conference
- Pmi, Philip Morris International
- Public Interest Advocacy Centre
- Visnews
- Who, World Health Org
- Litigation
- Stmn/Produced
- Named Person
- Connelly, G.
- Holmes, O.W.
- Kennedy
- Type
- SPCH, SPEECH, PRESENTATION
- Subject
- advertising
- advertising activity
- advertising campaign
- advertising industry
- advertising message
- advertising restriction
- advertising to youth
- Front groups
- Political participation
Document Images
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PMI Marketing Conference - 1990
"Corporate Affairs"
by John Dollisson
Vice President
Corporate Affairs International
June 21, 1990 - Naples, Florida
When I joined the tobacco industry 7 1/2 years ago, I
held the view that tobacco companies should be free to
market tobacco as they please - that is, as responsible
corporate citizens. My attitude has not changed today,
but public attitudes and the political climate means we
need to rethink the definition of corporate
responsibility.
Our opponents sit and wait, watching our every move,
every new product and every new marketing project.
Like the proverbial lion in the. Bible, they are poised to
devour us whenever we give them an opportunity, and
sometimes even when we don't. Sometimes it is not '
even a matter of what we actually do... but, what our
.
opponents can make of what we do - through media
ambushes, distortion of evidence, exploitation of images
etc. etc. '
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1 the current hos ''ty to tobacco marketing seems high
now, rest assured its not going to go way. I say this
knowing that we can demonstrate that tobacco
advertising does not increase consumption,...that
tobacco advertising does not make non smokers start
smoking.., that tobacco advertising is good for the
consumer through product improvements and better
value offerings... that tobacco advertising is consistent
with the principle of free enterprise and free
speech.... Why? Because the tobacco industry alone
can no longer stop new regulations.
This brings me to our job in Corporate Affairs
defending marketing freedoms. To achieve this two
key elements are required;
1. We've got to build the necessary political
opposition to stop further marketing restrictions;
and
2. We've got to ensure we market in a responsible
manner / so that we don't unnecessarily bring on
advertising regulations.
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Before discussing each of these, let's take a look at the
attitudes to advertising around the world. Visnews
interviewed members of the public in London, New
York, and Rome for us last month and this is what
people had to say about advertising:
(Video on public responses)
As you can see it's not all positive, but with affective
communications to the public we can improve attitudes.
I am joining an IAA discussion next week to discuss an
advocacy campaign to support advertising.
Why has the environment changed? Today we are
engaged in a "war" against our industry. And I use
the word "war" advisedly. The kind of war we are
engaged in is a guerrilla war... the most difficult kind
of all. Our enemy might not be invisible but it often
seems that way. Their tactics are to hit and run and
then hit again. They are expert at hitting when we
least expect it.
The damage they inflict at any particular time is limited
but, cumulatively, they have the capacity to inflict what
could add up to a fatal blow. They have positioned
their snipers and laid their minefields - it is the j ob of
Corporate Affairs to discover where these threats are,
and to warn you.
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Where possible, we try to knock out the threat or at
least devise escape routes so that we avoid disaster and
live to fight another day.
While we might not like our opponents, it would be
foolish to underestimate them. We might feel they are
blinkered in their obsessions, but in making our job
difficult they are professionals and they are clever.
Our opponents are now internationally networked, fed
by computer data bases from here in the U.S. The
anti-tobacco network is more centrally directed with the
International Organization of Consumer Unions, the
World Health Organization, and the U.S., the Public
Interest Advocacy Centre, The American Cancer Society
with its "Trade for Life Program" all playing leading
roles.
Many U.S. anti-smokers see the battle as being won
here and are taking their preaching overseas.
Women, children and the third world have become the
new focus of our opponents. Countries are targeted
and groups of the world best anti-smokers are sent in -
Canada, New Zealand, and Thailand are recent
examples. Latin America and Africa are next.
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1n the last three months in the U.S., we have seen
Uptown... Dakota... and public disquiet about the
Camel cartoon.
We've seen considerable criticism on targeting, including
Virginia Slims. We've had three congressional hearings
on marketing in developing countries. Outside the
U.S., we've had an advertising ban proposed in the
European Community, France, Spain, Belgium, Morocco,
Turkey, Brazil, Argentina and New Zealand. I am sure
this is not an exhaustive list. Programs are now in
place to address these proposals with some -early
success in the EEC, Turkey and Spain.
Why.should we defend advertising or marketing
freedoms? I don't have to tell you the importance of
keeping consumers informed about our products, of
introducing new consumers to our products, product
improvements, and informing consumers of better value
offerings, etc. But I do want to remind you of one
other important aspect, industry profitability.
Most of us assume that the removal of advertising will
freeze company shares and increase profitability. That
is not necessarily so. We had demonstrated this in
Finland, where our share has grown from 41.5% to
almost 66% over the last 13 years despite an almost
complete advertising ban.
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vv nat tenas to nappen as aaamonat marketng methods
are lost is that the key marketing tool becomes price.
Increasingly in markets with limited advertising and
even here in the U.S., the lower price offers,
discounted cigarettes, generic cigarettes, larger pack
sizes etc., drive down industry profitability. If we
carry this to its natural extent what we see in the
longer term is a commodity market for cigarettes.
So much for the threat, what about the prevention?
Well, while I concede that marketing is the lifeblood of
our business. It's also the case that our survival rests
increasingly on how our marketing skills adjust to
changing political situations. It also turns on the
ab' 'ty of Corporate Aff airs, with your help, to market
the ideas of freedom and tolerance which will enable our
marketing to continue.
The first element of our defense of marketing freedoms
is to build the necessary political opposition to stop
restrictions. To achieve this in each of our markets,
we need the following program:
1. prepare the necessary communications material,
including the role and benefits of advertising,
advertising and initiation, advertising and women,
advertising and the developing world, etc.
These communications are being prepared by PMI:
-6-
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G, cievelup a I1eW, comprenensive coiI1II1UI1Ica11o.Its
program to all relevant, parties so'that our point,
of view is being regularly heard by the media, the
public, the legislative bodies and by industry at
large. We're working with Regional management to
implement such programs.
3. foster geniune third parties or coalitions to
support marketing freedoms. In Denmark, for
example, we have created a coalition known (in
English) as the Com.mittee for Freedom of
Commercial Expression. We were able to recuit
more than 50 prominent Danes, including a leading
Constitutional lawyer, the President of a major
brewery, a leading Danish writer and philospher
and a well known architecf. The group has
lobbied, conducted media briefings, participated in
debates, and written articles and conducted and
publicized an opinion poll which showed more than
70% of Danes opposed the EEC Advertising
Directive / and any move to ban tobacco
advertising. What tangible results has this
produced? I
o The coalition has positioned itself as the voice
of commercial free speech. Members of
government (including the Minister of Health)
now regularly initiate and consult with
coalition members.
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o The coalition was. probably, the single greatest
factor in securing Denmark's neutrality on the
Directive at the Council role in May.
o The coalition was instrumental in securing the
commitment and public declaration of the
M' 'ster of Health to oppose an advertising
ban.
o The coalition and its ideas have attracted
substantial and positive media coverage and
editorial support.
o The coalition orchestrated the public
release of the International Publishers
Association's declaration opposing tobacco
advertising bans.
Why is it successful? The answer is simple, even if the
execution is not. First, its members have no economic
self interest in the industry or in whether or not
tobacco advertising is permitted or banned.
Second, each individual is credible and well regarded
withhinn their respective fields.
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And, finally, the funcfioning of the. coalition is managed
at arms length - distanced from P.M., although
completely controlled by P.M.
We have set up similar coalitions in Holland, New
Zealand and EEC for sport. Many more are
required....
Now the final components of our program,... that is to
4. Identify and encourage advertising experts to
speak out / and here I would like to draw your
attention to the latest edition of The
International Journal of Advertising, devoted to
tobacco advertising and the six new experts'
we've iden ''ed. (Hold up) This did not, I can
assure you, happen by spontaneous combustion.
If you don't have such a program in place, then we~
need to talk to ensure your CA group puts one in
place. If these programs are in place before ban
proposals, the likelihood of stopping them is far
greater. Unfortunately in Europe much of the work
that Leo Burnett and others are doing comes too late.
But better late than never.
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Lt1111i:1 1 1111 1111V111.U 1l JYV1lJ1tJ1C 11tQ1hCllil~ - 111U5i UI US
would say we do this now. But think of our
advertising through the eyes of the public and the
continued criticism they see of our advertising.
I would like to show you a brief video tape of a recent
congressional hearing held by Senator Kennedy on U.S.
tobacco companies marketing practices overseas to see
our activities through the eyes of the antis. Dr.
Gregg Connelly (a dentist from Massachusetts) is giving
evidence before the Kennedy hearing.
(Video of Kennedy Hearing)
It is fair to say that most of Connelly's criticisms are
blatant lies, but there is substance to some of his
claims, and some of them are difficult to defend. For
example, advertising in China, and alibi advertising in
Malaysia etc. I am sure some of you can think of
examples in your own markets.
Don't get me wrong, I'm not trying to dampen your
enthusiasm or depress you. What I am trying to do is
alert you to the political environment we are operating
in right around the world and to suggest that the smart
response... the clever response to this political
minefield... is to first recognize its existence;
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