Constellation Brands names Initiative as U.S. Media AOR

Constellation Brands, Inc. announced the appointment of Initiative, an IPG Mediabrands company, as its new agency of record (AOR) for media in the United States after engaging in an agency review process this summer. Initiative, renowned as a data-fueled, and creatively-driven provider of marketing solutions, was selected to help amplify and execute Constellation’s media efforts extending the company’s ability to connect more deeply with consumers and keep media innovation at the forefront of its strategy.

As part of its overall mission to build brands people love, Constellation is focused on reaching consumers through next generation, consumer-first go to market operations, and marketing capabilities. The evolved media strategy will enable the company to better capitalize on the changing consumer landscape using a data-driven approach to continue to push boundaries on how it motivates, influences, and inspires consumer outcomes. Working with Initiative, Constellation aims to enable brand growth by leveraging industry-leading capabilities to stay responsive and rooted in current consumer and market dynamics to achieve scalable, repeatable in-market brand success.

“The rapidly changing media landscape and increasing importance of media to consumers presents an even greater opportunity to grow our brands,” said Karena Breslin, Senior Vice President, Digital, Media & E-Commerce at Constellation Brands. “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.”

“We are thrilled that Constellation Brands has selected Initiative to lead US media planning, buying, and analytics for their portfolio of iconic brands,” said Stacy DeRiso, US CEO for Initiative. “Our team is excited to help unlock their next chapter of growth with our proprietary Fame & Flow approach.”

Horizon Media (HMI) will continue to support Constellation’s media strategy needs and solutions during the transition, and the agency of record status will change to Initiative beginning in October. HMI served as Constellation’s media AOR for more than a decade.