Earlier this year, Mondavi awarded its anticipated $15 million advertising account for its Woodbridge brand to independent Richards Group, Dallas. The incumbent for both accounts had been Interpublic Group of Cos.' Dailey & Associates, Los Angeles.
Venables Bell topped finalist AKQA, San Francisco, for the account.
$5 million ad budget
Ads will cover Mondavi wines ranging in price from $20 to $200. The budget for the campaigns is expected to be in the range of $5 million.
In June, Mondavi CEO Gregory M. Evans told Wall Street investors that the publicly traded wine maker was committed to "increasing our print and media advertising to enhance the image of the Robert Mondavi and Woodbridge brands, while also increasing our sales promotion budgets on all of our brands."
Venables Bell was founded a little over a year ago by Paul Venables and Greg Bell, two former creatives at Omnicom Group's Goodby, Silverstein & Partners, San Francisco.