Gallo Winery selects UM as media agency of record
US- based world's largest family-owned winery E. & J. Gallo Winery has picked IPG Mediabrands’ global marketing and media agency network UM as its media agency of record.
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 number one selling wine brand, Barefoot Cellars, as well as key brands including Apothic, Dark Horse, La Marca and New Amsterdam Vodka and Gin.
Lynn Lewis, U.S. CEO, UM: "We are so proud to welcome Gallo, a renowned family-owned company to our own family. 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."
Stephanie Gallo, Chief Marketing Officer, Gallo: "Critical drivers in winning our business were UM's investments in technology and data. 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."
Gallo joins several brands that have recently appointed UM media Agency of Record in North America including Shinola®, CVS Health-Aetna, Levi Strauss & Co. and Energizer brands, Armor All® and Rayovac®.