BAT: The brand that won't quit

BAT is reinventing itself as a multi-category business, building on a global footprint of 53 000 employees.

05 July 2023

Franz Hirschberg

One message that Franz Hirschberg loves to emphasise is that technology by itself is worthless. It’s only the sweet spot where humans and computers connect that can drive a successful business.

“Technology is overhyped. It’s the people who make it count,” he says. Fortunately, as the head of information and digital technology for British American Tobacco (BAT) in Sub-Saharan Africa, Hirschberg oversees both the IT and the people working on it.

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