R.J. Reynolds Drops Event Marketing Agency

R.J. Reynolds Tobacco Co. last week severed its relationship with DraftWorldwide’s Group III Promotions unit (a specialist in live events) as the consumer products company continues to refocus is marketing strategy.

Earlier this year RJR announced that it would drop its title sponsorship of NASCAR’s Winston Cup, one of the tobacco company’s most high-profile events.

"We made an internal decision on how to maximize the effectiveness of our marketing strategy and we are reallocating resources from some programs into others," said RJR spokesperson Maura Payne, who yesterday confirmed the company was no longer working with Group III but refused to comment on whether RJR was leaving the events field entirely.

Live events can be a tricky business for heavily scrutinized tobacco companies. Last week, a California appeals court ruled that RJR violated the terms of the 1998 Master Settlement Agreement with plans for a year-long nationwide billboard campaign with the Winston Cup Series (April 4, PROMO Xtra).