Keeping your communications with the financial markets fresh can be a challenge for even the most established brands. For a company like British American Tabacco (BAT), which is repositioning itself as an enabler of a post-smoking society, it has formed a cornerstone of its IR team’s ongoing evolution.
Victoria Buxton, BAT’s head of IR, tells us that these efforts have centered on keeping the company’s story as ‘accessible’ as possible to the market. It clearly is paying off: BAT was nominated for three awards at this year’s IR Impact Awards – Europe, including the category for best innovation in shareholder communications.
You can view our red carpet interview with Buxton at the IR Impact Awards – Europe 2025 below or, alternatively, on YouTube here.
This video was shot with help from Kinura, a live stream services and corporate video agency in London.
