Modelo owner Constellation Brands puts media account in review

Constellation Brands—one of the largest beer companies in the U.S.—has put its media account in review. The company's brands include Corona, Modelo and Pacifico beers as well as a portfolio of wine and spirits brands including Svedka vodka, Casa Noble tequila and Kim Crawford wine. Constellation's longtime U.S. media agency is Horizon Media, which first won media planning and buying duties for the alcohol beverage company in 2009 when it was called Crown Imports. This is the second longtime Horizon client that has put its account in review of late. In October, Geico also sent out an RFP for its media business. Horizon wasn’t immediately available for comment. “We are engaging in a review for our media business to ensure we’re optimizing the value of our marketing investments based on our requirements today, and in the future, and we value the commitment and partnership of our long-standing relationships and look forward to continuing to build connections with our consumers through cutting-edge media execution,” Constellation wrote in a statement to Ad Age. ID Comms will be handling the review. Constellation reported global advertising expenses of $826.4 million in the year ended Feb. 28, 2022, up from $805 million in 2021. The company generated 97% of its $8.8 billion in sales from the U.S. in the year ended Feb. 28, 2022. Modelo has been among the fastest-growing beer brands in recent years. The brew in 2021 changed its creative agency, hiring WPP’s Grey after cutting ties with holding company sibling Cavalry, a Chicago-based shop that had held the account since 2018. For creative, Corona has used independent shop Cramer Krasselt and Interpublic’s MullenLowe, the later of which is behind its “La Vida Más Fina” campaign starring Snoop Dogg. Horizon has also picked up some new business wins recently including Kohl’s, Lionsgate, and BlueTriton.

Modelo owner Constellation Brands puts media account in review

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