Agency Opps: Constellation Brands puts media account into review (Score 35)
Sales Lead: Beer giant Constellation Brands recently confirmed that it has kicked off a media review..png)
- This review could replace Horizon Media, which became Constellation's media AOR in 2009.
- ID Comms is handling the review.
- The company will likely:
- Launch a new campaign and shift its strategy when the review concludes
- Ramp up ad spend
- Conduct additional agency reviews
- Target demographic:
- Millennials
Recent leadership shifts:
- Constellation's most notable recent appointment is digital marketing and media VP Lia Stierwalt.
- Stierwalt joined the company in December 2022 after having been a senior marketing director at Danone.
Additional spending insights:
- Broadcast insights (TV ad creative spend)
- 2021-2022 spend: View recent national TV spend for Constellations' top brands here.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- 2021-2022 spend: In 2022, Constellation spent roughly $24.9m on digital ads, down 23% from the roughly $32.4m spent in 2021.
- 2022 data: The company earned around 2.9b digital impressions last year via Facebook (42%), Instagram (37%), desktop video (19%), Twitter (1%), and desktop display (1%) ads.
- Additional channel insights
- The company invests in experiential activations and utilizes email, radio, print, OOH, local broadcast, Google Ads, TikTok, and online video (Youtube.com) ads.
- Constellation sponsors podcasts such as Crime Junkie, Conan O'Brien Needs A Friend, Last Podcast On The Left, and The Dan Le Batard Show with Stugotz.
- As you can tell from the video above, the company works with celebrity influencers.
Additional agency insights:
- Opportunity: Get in touch soon to be part of this review and keep Constellation on your radar for PR, creative, digital analytics, social media management, multicultural, and/or experiential work once the review concludes.
- Current agency roster:
- In-House: Media
- Horizon Media: Media AOR
- MullenLowe: Media AOR
- R/GA: Creative, digital, and social AOR
- Upshot : Creative and digital AOR
- Grey Group: Creative AOR
- Cramer-Krasselt: Creative AOR
- Cavalry: Creative AOR
- the community: Multicultural AOR
- Jackson Spalding: PR AOR
- Shadow PR: PR AOR
- Walton Isaacson: AOR
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.
