3rd January 1995

David Poley EsqASABrook House2-16 Torrington PlaceLondon

Dear David

Benson & Hedges 'Spice Rack' Creative

Francesca Hay has explained to me the reasons for your rejection of the above creative -which she presented to you on 22nd December .

Taking your comments on board, we have revised the visual . I believe that the conceptdoes not have appeal to children . Let me explain :

1 . Tongue

We have re rendered the execution to make the foil cigarette wrap look muchless like a real tongue . As you will see from the enclosed we have mocked up apack to show roughly how we would treat it in photography giving a result along way away from the somewhat cartoon-like rough you saw beforeChristmas .

The pack now has no unnatural 'animated' additions (unlike 'Hairdryer' or'Shaver') .

2 .

Pack Colour

I would like to reassure you that we intend the red colouring of the pack to beas if Gallaher had decided to change the colour of the pack (as apposed totinting the pack with a human 'blush' tone) . Again this would help avoid any'animation' implications .

3 .

Animating the pack

You rejected 'Hairdryer' and 'Electric Shaver' on the principle that an'animated' pack with a 'personality' could be viewed as appealing to children .

I maintain that 'Spice Rack' is significantly different to these executions :

"

The pack is not animated in any way (now we've addressed the 'tongue') ;Indeed, it is only by a process of 'deduction' that the smoker can work outwhy the famous gold pack is now a different colour : this is much lessobvious than the more 'cartoony' images presented by 'Hairdryer' and'Electric Shaver' .

"

Nor is the pack interacting with any other element .

"

We haven't added any elements - there is nothing 'unnatural' or innatelycomic going on.

I hope that, given our re rendering and the points made above that you will reconsideryour views .

Regards .

Yours sincerely,

Keith Coni

c.c . F Hay

Encs .

10 January 1995

Jeanette SamuelGallaher LtdMembers HillBrooklands RoadWeybridgeSurreyKT13 OQU

Dear Jeanette

Research Stimulus

Attached are the colour copies that you requested for the research stimulus . I trust thatthey will be fine, but please call should you require further copies . Regarding the JPSuperkings ad, this was the only version we could find .

As I mentioned, the cost will be approx £1 per copy (although I think there is a discountfor ordering in bulk!) plus delivery . I will invoice you in due course .

Kind regards

Yours sincerely

Mark Lewis

1 2 January 1995

David PolleyASABrook House2-16 Torrington PlaceLondonWC1E 7HN

Dear David

B&H Special Filter

Attached are the CAP Stats for the two B&H subjects Toaster & Footpump .

At present there are no plans to use Footpump as a poster nor to use Toaster as a DPS.Should this situation arise however, we will supply the relevant stats for certification .

Kind regards

Yours sincerely

Francesca Hay

1 February 1995

Steve CockerhamGallaher LtdMembers HillBrooklands RoadWeybridgeSurreyKT13 OQU

Dear Steve

Gibraltar

Please find enclosed reference to a number of Special Filter advertisements from the'Surreal' campaign . They are all from the early 1990's .

I have enclosed colour stats of the transparencies of all the subjects and proofs wherepossible . Unfortunately, we do not have spare proofs of all the subjects in our archives .

I hope this is enough information for your needs, but please call should you requiremore.

Regarding usage, not surprisingly, the rights for Gibraltar were never included in thenegotiations!! However, should you decide to progress any subjects, we will of coursebe able to contact the appropriate photographers .

Kind regards

Yours sincerely

Mark Lewis

In chronological order :Subject ReferencePaintbrush 4643D 465Compasses 466Tablecloth 470Mobile 471Window 475Saw 478Magic Marker 479Thinking Box 480

3rd February 1995

Ms Linda GabrielConference FacilitiesPennyhill Park Hotel and Country ClubLondon RoadBagshotSurreyGU19 5ET

Dear Linda

Following our telephone conversation, I wanted to confirm the following arrangementsfor the CDP/Gallaher 24 hour delegate meeting.

We will be arriving on the evening of Monday 13th February at approximately 7.00pm .We would like to have dinner at 8 .00 - 8.30pm in the main dining room. Dinner will befor 14 people, therefore, would it be possible to have two tables of seven next door toeach other in the main dining room?

Thirteen people will require bedrooms, there names are as follows :

CDP

GallaherIan Halley

Phil TrittonLaurie Gair

Lesley StearsJohn Wilson

Douglas HarkisonBob DeeganRupert PyrahSimon NorthMark LewisFrancesca HayJames QuayleSarah Hamilton-Andrews

All require non smoking rooms with the exception of Rupert Pyrah and Sarah Hamilton-Andrews .

Our meeting on February 14th will start at 8.30am. There will be a working party offourteen people . Please could coffee and tea be available at 8 .30am .

We would like to have a coffee break in the meeting room at 10.45am, followed by lunchat 1 .00pm for one hour (this will be for fourteen people) .

We would like afternoon tea at 3.15pm .

In terms of settling the bill, Gallaher and CDP will pay for their respective delegatesseparately . Gallaher would like to settle their bill (24 hour delegate rate - £195.00 perperson) when leaving the hotel on Tuesday afternoon . However, please could youinvoice CDP for their amount of the bill . Will you let me know if you require a deposit?

Just to confirm numbers .Dinner on Monday 13th February will be for fourteen people .Overnight accomodation for thirteen .Meeting on Tuesday 14th February will be for fourteen people .

Please let me know if you require any further information .

You can contact me directly on 071 292 4069 or if you wish to fax me on 071 292 4012.

Yours sincerely

Francesca HayAccount Manager

15th February 1995

Barry JennerGallaher LtdMembers HillBrooklands RoadWeybridgeSurrey KT13 OQU

Dear Barry

One of the recurrent themes of my sales trip to Glasgow last week was the extent of the

black-market trade in B&H from supplies brought in from the Continent (unemployed

Glaswegians, Transit vans, weekend trips to raid French hypermarkets etc .)

Is there any way the extent of the activity can be quantified? The drinks trade are

making enough fuss about the impact of this form of import, does the tobacco industry

have a similar point-of-view?

Yours sincerely

Ian Halley

c.c .

Phil TrittonLesley Stears

15th February 1995

Phil TrittonGallaher LtdMembers HillBrooklands RoadWeybridgeSurrey KT13 0QU

Dear Phil

Diana and I would be delighted to join you at the Benson and Hedges InternationalOpen at the St . Mellion Golf and Country Club over the weekend of 13th/14th May .Thank you for inviting us .

We are very much looking forward to it and will be counting the days off too (now only87 to go!)

Best wishes

Yours sincerely

Ian Halley

15 February 1995

Ian Jackson13 Roshven RoadSparkbrookBirminghamB12 8BD

Dear Ian,

BENSON & HEDGES CAMPAIGN:

Thankyou for your interest in CDP and the Benson and Hedges campaign .

Unfortunately we cannot provide you with all the information you need, however I am

enclosing a copy of our student pack and some copies of our recent advertising .

If you need any further information, I suggest you write directly to Gallaher, the

address is :

Gallaher LtdMembers HillBrooklands RoadWeybridgeSurreyKT13 OQU

I wish you every success with your studies .

Yours sincerely

Sarah Hamilton-Andrews

27 February 1995

Janet EdeyGallaher LtdMembers HillBrooklands RoadWeybridgeSurreyKT13 OQU

Dear Janet

CDP Party

I wanted to thank you for all the Gallaher merchandise you provided for the party lastweek, they were much appreciated . Would you please pass on the thanks to Lillian andJanet who also helped pull things together .

Hopefully you all enjoyed yourselves as much as we all did, I only wish Jools Hollandhad played for longer! Maybe next time .

Anyway, we have a number of umbrellas and ashtrays left over from the event . I trustyou would like me to return them. Unless I hear otherwise, I will drop them on the vanthis Wednesday .

Thanks again .

Kind regards

Mark Lewis

7th March 1995

Barry JennerGallaher LtdMembers HillBrooklandsWeybridgeSurrey KT13 OQU

Dear Barry

PERFORMANCE STANDARDS

Last week in Laurie's portfolio presentation you mentioned the need to establish some

clear performance standards for each of the products in the B&H portfolio .

I think this is something Agencies and Clients don't do often enough . We are workingon a point of view as to what such standards should be and aim to come back to youwithin the next few weeks . We will, of course, agree them with Phil and the teambefore we finally stick our necks in the noose!

By the way, thanks for the note on Duty Paid/Duty Free volume. Even at somethingless than 0.1 % of Special Filter share, the volume accounted for by Duty Paid is still

substantial, but not in the same league as the sort of levels my chat with Bill Robertson

in Glasgow suggested . The interesting thing for me was the disproportionate share thatDuty Paid has of the RYO market. (Does this say more about the type of people who

use RYO or the type of people who use cross channel ferries?)

Best wishes .

Yours sincerely

Ian Halley

c.c .

P TrittonL Stears

8th March 1995

Patrick BillsonGallaher LtdMembers HillBrooklands RoadWeybridgeSurreyKT13 OQU

Dear Patrick

Project Net : TGI Analysis

A burst of TGI activity to help you with your NET questions

Base : All claimed cigarette smokers

Lifestyle statements used"

When I see a new brand I often buy it to see what it is like"

I consider my diet to be very healthy"

I should do a lot more about my health

These are not ideal as they are not market-specific but talk in terms of mind set instead .

Agree and definitely agree have been used for all of these and the first statement hasbeen used in all three columns, - hence defining the groups as smokers who are potentialtrialists .

To try and introduce a measure of health interest the other two statements have beenused . The diet statement illustrates action has been taken, whilst the other suggestslatent/potential concern .

To test whether the theory behind this clustering was making any sense I ran the groupsagainst the 'Low Tar' and 'Non-Low Tar' sectors . The ones with the latent concerns arethe ones who are most likely to be smoking 'Non-Low Tar' whilst those with thehealthy diet are more likely to already be in the 'Low Tar' sector . Hence it seems tosuggest that these methodology is partially successfully in defining the market.

A quick summary diagram of the total market :

Kind regards,

James QuaylePlanning & Research Manager

All Smokers12,530,000

& PotentialTrialists3,744,000(29.8%)

y& Healthv Diet

& Health Concern(Action)

(Latent)(32.4%)

(65.3%)N

V N

MEN WOMEN MEN WOMEN

377,000

834,000

860,000

1,584,000

I have run off and included data for these groups covering : age ; social grade ; workingstatus ; marital status ; terminal education age ; household income ; presence and age ofchildren ; regionality ( both ISBA & Standard Region) .

There are also tables looking at the most often brands presently smoked

It must be remembered when using the indexes, that the columns are indexed againstthe base of all smokers and hence it is more informative if a comparison is madebetween the index of the first column - 'smokers and like to try new brands', and theother two columns -Action & Latent .

I hope that this gives you a feel for who you will nee to recruit to investigate the Netproposition . If there are any other runs or clustering that you think would be of anyhelp please let me know and I shall endeavour to get them to you as soon as possible .

10 March 1995

Julie Rutter61 Clifton GardensNorth ShieldsTyne and WearNE29 6XY

Dear Julie

BENSON AND HEDGES

Thank you for your letter and your interest in the Benson and Hedges campaign . I

enclose a selection of the surreal adverts that ran between 1982 - 1985, aswell as a copy

of our student pack. This will give you some of the background information into the

advertising and the brand .

I hope that this will prove to be useful . Good luck in your studies .

Yours sincerely

Sarah Hamilton-Andrews

13 March 1995

David PolleyASABrook House2-16 Torrington PlaceLondon WC1E 7HE

Dear David

Benson & Hedges Jump Leads

You will remember that this subject first approved by the ASA in January was not

posted due to a rearrangement of the Gallaher poster holding in light of the Silk Cut

issue .

We are now progressing the subject and once again plan to run the ad . We have revised

the ad slightly and so I am resubmitting CAP Stats for approval .

Please be assured that we are using the same transparency as before, the only difference

is the position of the copy . Previously the headline was contained in a band across the

top of the shot . We now intend to have the headline reversed out of the picture .

I trust you will have no problems with this revised layout, but please call should you

require further explanation .

Kind regards

Yours sincerely

Mark Lewis

1 3 March 1995

Phil TrittonGallaher LtdMembers HillBrooklands RoadWeybridgeSurrey KT13 OQU

Dear Phil

Jump Leads

Attached is a copy of the revised mimproof for the next Special Filter subject .

We have returned to the original transparency as per the original proof approved inJanuary . I include a copy for your reference .

The inclusion of the reversed health warning has had a significant effect to the lowerhalf of the poster . In order to help the gift stand out from the background we haveadded a slight pink tone to the proof (which I am sure you will agree is only noticeablewhen the two proofs are compared side by side) . We are very happy with the result .

As you will know, we will instruct the printers to post from the right to avoid anypossibility of cropping the Royal Warrant .

I shall call you Tuesday morning to discuss .

Yours sincerely

Mark Lewis

1 5 March 1995

Helen Ansdale20 Vermont RoadHullHU5 1 NG

Dear Helen

BENSON AND HEDGES :

Thank you for your interest in the Benson and Hedges campaign . As well as the PuzzleCampaign , I have included one of our student packs which may provide you with someof the information you need for your studies .

I hope that it will prove to be useful .

Good luck .

Yours sincerely

Sarah Hamilton-Andrews

16 February 1995

Mike AshdownGallaher LimitedMembers HillBrooklands RoadWeybridgeSurreyKT13 OQU

Dear Mike

Re: Mannequins

Firstly, I want to thank you for your patience over the last few days as we put our pointof view on the Mannequins poster to you on three separate occasions!

Simon has a mini-proof, exactly as you briefed last week, and will bring this downtomorrow .

Throughout the discussions, I have been very aware of the recent history of Hamletposters at CDP and the nature of the relationship between our senior management andyours .

Your current team at CDP has managed the process (and is determined to continue tomanage the process) such that recommendations are only put to your seniormanagement once consensus has been reached with you and your team.

On this occasion I would be extremely grateful if you could progress two routes fordiscussion internally . One as approved at concept stage, the other as subsequentlydeveloped . To this end I have also proofed up the Agency recommendation .

We have discussed several times our rationale for our recommended route and I knowyou agree with the logic . Quite simply it is a better ad :

The poster overall is less cluttered without the panel, and so will have greaterHigh Street presence and impact ('clutter' being a subject I know that theAgency has had to be reminded of more than once) .

(ii)

The health warning requires us to re-evaluate the layout . Combined with thepanel, the health warning means that we, in effect, have only two thirds of thetotal area to create the impact that will get the ad noticed . In other words,potentially, one third of the poster is 'dead' (excuse the pun) if we retain thepanel .

(iii)

The position of the headline draws attention to the subject of the humour and

so makes the poster work more quickly .

(iv)

The line is one of the most famous in advertising and should be made to work

as hard as possible . By integrating it into the visual the 'Hamlet moment' is

given much greater emphasis, and the communication works more quickly . Inother words we get a more strongly branded ad . (There is a risk that if the lineis left in a panel, it is reduced to being just another strap line and may notregister as strongly as it should .)

Not to have a pack shot is nothing new as you pointed out . Hamlet posters didnot feature the pack, it was CDP that suggested it should be included last year!

I know you agree with a lot of this and your real issue is one of consistency . Clearly,

there was no consistency last year. For this reason it is crucially important to establish

a look we will stick with in the long term . I know you have heard this before, but not

from me. The only issue is when should we introduce this 'latest development' .

Firstly, you may recall however that after 'Snowman' we conducted consumer research

which confirmed the need to be more radical in our approach to Hamlet advertising .

The Mannequin ad is the first in the 'new campaign' following the results of thisresearch and should be considered in this light . Consistency should start now not withreference to ads that ran before the research .

Secondly, the health warning provides the logical opportunity to reassess the artdirection . The first poster to run for Hamlet with the health warning, should set the

style for all subsequent posters . We all agree the 'Frog' should not have the panel, so,

once again, shouldn't consistency start now?

Thirdly, the argument about consistency can only be an internal/political one .Consumers are unlikely to recognise art-directional consistency based on just oneprevious ad - certainly not when there will have been a 3 month gap between poster

executions .

I have gone on long enough . You may have detected a certain belief in the strength of

the new art direction . I do hope you will explain the CDP point of view in your

discussion internally .

To help with these discussion, I enclose last year's posters and the proposed look forthis year's .

I look forward to hearing from you in due course .

Kind regards.

Yours sincerely

Ian Halley

1) Objective

To establish a set of key criteria against which to judge the performance of the newproduct introductions

2) Key Criteria

1 . Sales

4 . Trial

Independent standards will be set for each of the sub-brands

Performance standards will be set for 3 months, 6 months and 12 months from thelaunch of each sub brand .

3) Issues

Information Sources :

2 . Product Awareness :SpontaneousPrompted

3 . Advertising AwarenessSpontaneousPrompted

5 . Distribution

Performance Standards

VolumeShare

6 . Image AttributesSub BrandB&H House

"

Sales and distribution are already measured by OmniMAS"

Advertising tracking finished at the end of last year and hence the set up ofad-hoc surveys to measure advertising awareness is required

"

Product awareness, trial and image attributes can be measured through anomnibus survey .

A wave of research will be required pre-launch to ensure that there is a yard stickagainst which to measure any results and to eradicate the residual values of the marketplace .

4) Next Action

Agree criteriaAnalysis comparative launch information and agree standardsIdentify methodology and agreeCompile questionnaire/omnibus questions

BRANDTARGETBRAND POSITIONINGADVERTISING SPEND (cum. Total)

Sales VolumeMarket ShareSector Share

Product AwarenessSpontaneousPrompted

Advertising Awa renessSpontaneousPrompted

Image AttributesABC

Trial

Distribution

Pre-Launch

3 Months

6 Months

9 Months

12 Months

24th March 1995

Barry JennerGallaher LtdMembers HillBrookland Road, WeybridgeSurrey KT13 OQU

Dear Barry

You asked to see the latest copy of the Special Filter brief - it's attached . We'veincorporated the comments that you made on an earlier draft a week or so back, but letme know if you have any further thoughts .

To confirm when we are showing work to your teams as I ran through yesterday :

Best wishes

Yours sincerely

Ian Halley

c.c

Phil TrittonMike Ashdown

next week (mid May posting)w/c 3/4

w/c 3/4 (June posting)early next week (midApril copy date)

w/c 17/4 (Autumn posting)

w/c 17/4 (Autumn posting)

mid May (January posting)

The urgent one is clearly the range ad and we will be getting back to Phil early nextweek with a further recommendation .

Incidentally, I know you are aware of Laurie's plan for a change of career . He will beleaving on 7th April but will have a two week handover with Mary Stowe, who joins uson Monday 27th from McCanns . I look forward to introducing her to you and theteam .

Hamlet

'Frog' photography readyAutumn and Christmas ideas

B&H

'Pen' photography taking placeRange (more ideas)

LightsIdeas

Ultra LightsIdeas

Special FilterIdeas

Simone SkolnickP Linard Marketing and Advertising Ltd57-63 BrownfieldsWelwyn Garden CityHertfordshire

6 April 1995

Dear Simone

Thank you for your fax indemnifying CDP from any costs .

I enclose the Hamlet stills that you require for the EMI cd cover . I hope that they areto your satisfaction . If you do need my help further, please do not hesitate to call .

Yours sincerely

Sarah Hamilton Andrews

18th April 1995

Barry JennerGallaher LtdMembers HillBrookland Road, WeybridgeSurrey KT13 OQU

Dear Barry

Presumably, the attached is something your people will be getting hold of? (I expectGallaher provided a lot of the information anyway) .

It looks as if it offers great potential for 'death by data' .

Best wishes

Yours sincerely

Ian Halley

c.c

Irene NewmanMary Stow