Bernhard, an American, joins from Manpower Consulting in Italy where she was director of marketing and communications.
The job marks a return to agency life after stints at DMB&B in New York where she began her career. Bernhard has also also worked in Eastern Europe and Turkey for DMB&B and Ogilvy & Mather respectively. Prior to taking up her role at Manpower she was managing director of Ogilvy & Mather in Milan, initially as managing director for the launch of a digital satellite station, before being promoted to director of marketing and communications.
Richard Church, chairman of 141 Europe, said: "BAT is a truly global account, which requires integrated strategy and implementation across all markets within the considerable constraints of widely varying legislation. Since 141 first started working with BAT we have made a tangible difference to its marketing thanks to our unique approach to understanding consumer behaviour and the impact of communication at key decision moments."
141 has 91 offices in 57 countries and revenues in excess of $240m (拢132.9m) . It specialises in direct response advertising, CRM and data-driven marketing. The UK office has a revenue of 拢14m and 150 staff.
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