David Blecken
Aug 3, 2018

Philip Morris reaches out to new agency for IQOS brand

The move signals changing dynamics between Big Tobacco and advertising.

IQOS (Source: Shutterstock)

Philip Morris International PMI has appointed Thirteen, a Japanese creative agency owned by McCann Worldgroup Holdings, on a project basis for an undisclosed product launch around its IQOS heated tobacco brand.

Charles Cadell, president of McCann Worldgroup Asia-Pacific and CEO for Japan, described Thirteen as an independent agency but explained that a bespoke unit called Team IX had been set up within it to work exclusively on the PMI project. Team IX will...

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