E. & J. Gallo Winery (Gallo), which claims to be the world’s largest family-owned winery, has selected IPG Mediabrands’ UM as its media agency of record.
“We are so proud to welcome Gallo, a renowned family-owned company to our own family,” UM U.S. CEO and Adweek Media Executive of the Year Lynn Lewis said in a statement. “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.”
The selection concludes a review launched in January. While the review kicked off with an in-person meeting in Gallo’s Modesto, Calif. headquarters, the remainder of the process took place via Zoom meetings, a UM spokesperson explained.
UM will be responsible for media strategy, planning and buying in addition to data and analytics across the U.S. for Gallo’s full brand portfolio, including Apothic, Barefoot Cellars, Dark Horse, La Marca and New Amsterdam Vodka and Gin.
Read Full Article On Adweek.