R.J. Reynolds Consolidates Media Duties at Mullen | Adweek

R.J. Reynolds Consolidates Media Duties at Mullen


NEW YORK R.J. Reynolds Tobacco has consolidated its media planning and buying business at Interpublic Group's Mullen, five months after merging with Brown & Williamson Tobacco, sources said.

The $50 million Brown & Williamson Tobacco account, won by Media Kitchen last year, will now move to Mullen's Winston-Salem, N.C., office, which already works on R.J. Reynolds.

All told, Mullen will now handle approximately $150 million in overall R.J. Reynolds billings, one source said.

"We valued our relationship with Brown & Williamson and are proud of the work we've done," said Michael Houston, corporate branding director of Media Kitchen parent Kirshenbaum Bond + Partners, an MDC Partners agency in New York. "But we understand the clients need to consolidate."

The business will move after year's end, Houston said. Sources described the shift as a cost-saving measure made after a shootout between the two agencies that concluded several weeks ago.

Officials with Mullen and R.J. Reynolds could not immediately be reached for comment.

—with Andrew McMains and David Gianatasio