Winemaker Constellation Brands has chosen 180 Los Angeles as its creative agency of record for the Robert Mondavi and Kim Crawford wine brand portfolios.
Ad Age has learned the agency will handle brand strategy and creative execution for labels such as Woodbridge, Robert Mondavi Private Selection, Robert Mondavi Winery and Kim Crawford. One of the first tasks for 180LA -- which is a part of Omnicom Group -- will be to roll out an integrated marketing campaign in March of 2012, spanning advertising, digital, social and retail initiatives.
Constellation joins a global roster of clients at 180 that includes Adidas International, Boost Mobile and Mitsubishi Motors North America.
Both the client and agency confirmed their relationship but declined to comment further.
Kim Crawford, which produces luxury-priced Sauvignon Blanc from New Zealand, previously handled creative in-house. It's understood that Robert Mondavi's incumbent agency, Venice, Calif.-based High Wide & Handsome, will continue to work with the brand in some capacity. The shop, which referred calls for comment to client, works with Constellation's Clos du Bois, Black Box Wines and Arbor Mist, among other brands.
The move is part of a broader effort by Constellation to rejigger its marketing relationships. The company also recently consolidated media-buying and -planning duties for the majority of its brands at independent Horizon Media. The agency is also AOR for beermaker Crown Imports, which is a 50-50 joint venture between Grupo Modelo, S.A. de C.V. and Constellation Brands and includes a portfolio of Mexican beer brands like Corona and Negra Modelo.
In 2010, Constellation devoted a total of $91.8 million on measured media in the U.S., according to Kantar. That includes the brands it touts outside of its wine portfolio, such as Corona, Negra Modelo and Svedka vodka.