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R.J. Reynolds drops Salem agency Trone

Published on .

R.J. Reynolds Tobacco Co. said it has dismissed Trone Advertising, Greensboro, and is reviewing plans for future advertising of its Salem brand. Trone had been agency of record for Salem, but also handled projects for other RJR brands. One project resulted in the initial use of the Joe Camel icon in the U.S. and led to the Joe Camel campaign. RJR spent about $3 million on Salem last year, down from $6 million in 1994. The company is testing new advertising in Florida for its largest brand, Winston.

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