Anne Landman's Collection
PMI Marketing Conference - 900000 'corporate Affairs' by John Dollisson Vice President Corporate Affairs International 900621 - Naples, Florida
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
- New Zealand
- 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
- Antitobacco Network
- Litigation
- Stmn/Produced
- Named Person
- Connelly, G.
- Holmes, O.W.
- Kennedy
- Holmes, O.W.
- Type
- SPCH, SPEECH, PRESENTATION
- Subject
- advertising
- advertising activity
- advertising campaign
- advertising industry
- advertising message
- advertising restriction
- advertising to youth
- Front groups
- Political participation
- advertising activity
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