NEW YORK, May 26, 2020 /PRNewswire/ — UM, the global marketing and media agency network of IPG Mediabrands, today announced it has been named media Agency of Record for E. & J. Gallo Winery (Gallo), the world’s largest family-owned winery and the acclaimed producer of award-winning wines and spirits. UM will take on strategy, planning, buying, research, and data and analytics media duties across the U.S. for Gallo’s wine and spirits portfolio, including the #1 selling wine brand, Barefoot Cellars, as well as key brands including Apothic, Dark Horse, La Marca and New Amsterdam Vodka and Gin.
“We are so proud to welcome Gallo, a renowned family-owned company to our own family,” said Lynn Lewis, U.S. CEO, UM. “We are excited to leverage our data-first approach to supercharge Gallo’s media and marketing efforts, driving meaningful connections with high value audiences and delivering better outcomes for their business.”
“Critical drivers in winning our business were UM’s investments in technology and data,” said Stephanie Gallo, Chief Marketing Officer, Gallo. “We looked for a partner who shares our ambition to accelerate data-driven plans, that will allow our brands to connect with consumers and prospects across all consumer journeys.”