IPG Mediabrands’ UM unit has been named the media agency of record for E&J Gallo Winery, the world’s largest family-owned winery and distiller.

The assignment includes strategy, planning, buying, research, and data and analytics media duties across the U.S. for Gallo’s wine and spirits portfolio, including Barefoot Cellars, Apothic, Dark Horse, La Marca and New Amsterdam Vodka and Gin.

“Critical drivers in winning our business were UM’s investments in technology and data,” stated CMO Stephanie Gallo.

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