RJR Puts Winston’s Creative Assignment in Play

It’s no bull. Winston Cigarettes has put the creative portion of its estimated $37 million account in review.
Incumbent Long Haymes Carr in Winston-Salem, N.C., confirming the review, estimated the account to be worth $37 million in billings.
Winston, a division of R.J. Reynolds Tobacco, also in Winston-Salem, has lined up several contenders. Long Haymes Carr is defending and is believed to have presented last week, sources said.
Doe-Anderson Advertising in Louisville, Ky.; SFGT, Philadelphia; and an unnamed shop are also in the review, said sources. A likely suspect would be Philadelphia shop Gyro, which creates print ads for RJR’s Kamel Red and Kamel Menthe and has done project work for Winston. Executives at the three agencies would not comment. RJR had not returned calls at press time.
The client spent $28 million on ads last year, according to Competitive Media Reporting. The review does not include media duties, which are handled by Long Haymes Carr.
Winston is known for its “No Bull” campaign, which claims the cigarette maker does not put additives into its tobacco. In 1999, Winston was asked by the Federal Trade Commission to add a disclaimer stating “no additives” does not necessarily mean safer cigarettes. Winston’s sales have grown since the “No Bull” slant debuted in ’98. Market share is 4.93 percent, up from 4.86 percent before the campaign, per RJR’s Web site.
Jim White, a former Long Haymes Carr creative director who oversaw the Winston account there and is now a creative director at Doe-Anderson, is credited with helping create the “No Bull” campaign.
Long Haymes Carr’s accounts include Camel, Stren Fishing Lines and Remington Arms, among others. The shop’s logo, devised by CEO Steve Zades, is “Eat What You Kill.” –with Emily Fromm