Modelo marketer Constellation Brands awards U.S. media account to Initiative

Constellation Brands—one of the largest beer companies in the U.S.—has appointed Initiative as its media agency of record in the U.S. following a review that began in February. 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. Horizon Media had previously handled the account since 2009. Horizon will support Constellation through the transition and the agency of record status change will become official in October. ID Comms handled the review. Constellation was the 71st largest U.S. ad spender at $837.3 million in 2022, according to Ad Age Datacenter. Modelo has been among the hottest beer brands for years, recently drawing headlines for surpassing Bud Light as the nation's top-selling beer in the four weeks that ended June 3. Ad Age Leading National Advertisers 2023 Ad spending, rankings and analysis for the biggest marketers and brands Enter here “The rapidly changing media landscape and increasing importance of media to consumers presents an even greater opportunity to grow our brands,” Karena Breslin, senior VP, digital, media and e-commerce at Constellation Brands, said in a press release. “We are excited to partner with Initiative to help drive our business forward and unite over our shared commitment to connecting consumers with the right message at the right time.” Constellation described Initiative as a “data-fueled, and creatively-driven” agency that would help amplify Constellation’s media efforts and keep media innovation at the forefront of its strategy. This is another big win for IPG, which secured massive wins with Geico and Pfizer earlier this year. “We are thrilled that Constellation Brands has selected Initiative to lead U.S. media planning, buying, and analytics for their portfolio of iconic brands,” said Stacy DeRiso, U.S. CEO for Initiative. “Our team is excited to help unlock their next chapter of growth with our proprietary Fame & Flow approach.”

Modelo marketer Constellation Brands awards U.S. media account to Initiative

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