BILL GIVES FRENCH SHOPS A HEADACHE

By Published on .

Most Popular
The revolving agency door at E&J Gallo Winery is turning again, with Foote, Cone & Belding emerging as Gallo's lead shop.

Gallo is moving most of its wine advertising from Dailey & Associates, Los Angeles, to FCB's San Francisco office.

While Gallo had made no formal announcement as of last week and Dailey officials said they had not been notified yet of any move, those close to the vintner say much or all of the creative work on Gallo's estimated $30 million ad account is being shifted to FCB.

FCB is a Coors Brewing Co. agency and handles Coor's Zima malt-based cooler, precluding its taking all Gallo's business. Dailey will keep responsibility for the Bartles & Jaymes cooler line and Kyplier's, Gallo's Zima competitor now in test..

N W Ayer, New York, handles Gallo's media buying and Deutsch, New York, handles some Gallo champagne brands.

Dailey officials on Friday said they had no word of any impending changes.

"We have not been fired on the varietal wine business by Gallo," said Brian Morris, exec VP-general manager. "We know that Gallo is to include other agencies but we have work that will be tested and we have not been told by Gallo that we are not in the game."

FCB will pick up creative responsibility for Gallo's wines just in time for the August launch of a new line of $7 to $10 Sonoma wines. Gallo had been planning to introduce the line with TV spots from Dailey; there was no immediate word on how the campaign might be affected by the account shift.

Creative for the table wine account has been developed under Mike Koelker, FCB's executive creative director.

Gallo has a long history of tough agency relationships.

FCB has already been part of the revolving door at Gallo that has included the entrance, departure, re-entrance and redeparture of Hal Riney & Partners, San Francisco.

In this article: